(One of six codes published by the Media Council of Tanzania)
Introduction
Public information officers and advertisers are people who use the media to get their goods, ideas and services known, accepted and used. The purposes however differ. They could be social, economic or political reasons for indulging in public information or advertising.
Public Information / Public Relations
Credibility is the major spirit that gives life to public information. If public information is not believed, then the practice becomes a failure. It differs from propaganda because it advocates truth. The trust of the public can only be maintained, if they believe in the sanctity and truth of the information received.
The information practitioner therefore is more responsible to produce factual information; accurately and without comment. It is upon the receiver to decide what to do with the kind of information provided.
The Public Information and Public Relations Practitioner shall:
Maintain personal integrity by upholding moral standards and sound reputation;
Not disseminate false or misleading information;
Conduct all activities with regard to the public interest;
Give a balanced and faithful representation of the organisation served;
Not engage in any practice that will compromise the integrity of clients;
Not corrupt the media;
Not have interest of any kind in two or more competing organisations;
Respect the codes of conduct of clients;
Honour confidences received and given in the course of duty
Advertising
Advertising is the act of making known, ideas, services and goods so that they are accepted, acquired and used. This involves advertisers, message designers, producers, channel and the clients or the targeted people.
Advertisers cannot send out their advertisement massage without using media, and advertising agencies; and the media can not survive without adverts. In this way, the three depend on each other for survival.
Advertising is the most public of all activities. It is heard and seen; and the more the people see it, the more successful it becomes. It is therefore more prone to public scrutiny. The methods, approaches and content have to be of a standard society approves. That is why a professional code of practice is necessary to help media advertisers and the public to live in harmony.
The following code of conduct is applicable to media advertising only:
Media Advertising shall:
Truth
Reveal and state the truth, and any significant facts about the products and services advertised.
Clarity
Use language, symbols and formats that are easily understood by the target group.
Substantiation
Provide evidence to substantiate claims if required by regulatory authorities.
Taste and Decency
Avoid statements and symbols that are offensive to any socially recognised group in society.
Price Claims
Avoid price claims that are misleading, or saving claims that are false.
National values
Avoid adverts that undermine the national value of freedom, peace, unity and security.
Discrimination
Avoid any advert that promotes or suggests sexism, racism, ethnicism or colour.
Children
Not use children exploitatively in advertisements that concern adults, and should not be exposed to products that are harmful.
Controversy
Handle cautiously controversial issues like political propaganda and religious sect faith, to ensure the advertisement does not infringe upon the rights of others.
Sponsorship
Accept sponsorship from socially acceptable practices and organisations
Public Interest
Avoid advertisements that undermine the health and well-being of the people.
Codes of Ethics
Respect and promote adherence to the codes of ethical practice observed by the media.
