Selbstregulation im Umgang mit Sponsored Content. Ein Vergleich der Normen und Praxis europäischer Presseräte

The dissolution of the separation between advertising and journalistic content—in the form of sponsored content—has gained significance in the context of online media. Sponsored content refers to contributions from external, non-journalistic clients that are published in the form and function of editorial content in journalistic media. This practice poses risks for the independence and credibility of journalism. Media ethics is therefore called upon to develop policies and guidelines for an appropriate approach through self-regulation. This article examines the questions of what standards the professional codes of conduct include for dealing with sponsored content and how such content is treated and assessed by press councils in European countries. To this end, the codes of European press councils and their statements on complaints regarding sponsored content were analyzed, and European press councils were surveyed. The study found that awareness of the ethical issues surrounding sponsored content varies. The analysis of the codes reveals an inconsistent approach to sponsored content across Europe. Furthermore, the assessment practices press councils regarding sponsored content have changed little over the past five years.