DECLARATION

Communication Profession for High Ethical Standards

In light of the emerging trend of fake news, and the corresponding scrutiny on the communications profession, the European Association of Communication Directors wishes to reiterate the ethical standards which guide our profession at large.

Ethics
Ethics in journalism are based on professional conduct, morality and the truth. Ethics in communications are based on similar values. These two professions work closely together and must be able to respect and trust one another, including in case of disagreement.

Trust
In an ever-connected world, speed can take precedence over truth, potentially leading to fake stories being amplified through social networks. Professional communicators aim to build trust with their audiences, based on the dissemination of solid, verified information.

Responsibility
All citizens have a civic responsibility to call out fake information. For communication professionals, this duty is essential. They are committed to working against the spread of news/information that is not supported by evidence, of slanted or biased news, of propaganda and misused data.

Information literacy
Education is essential to stop fake news from spreading. The EACD supports and promotes measures to enhance information literacy, verification of sources, images and fact-checking sites.

Professionalism
Joining the EACD implies signing a Code of Conduct which commits members to accountability, transparency and integrity. (https://www.eacd-online.eu/membership/code-conduct)