To Buy or Not to Buy

Kelly Lambers | kl807917@ohio.edu

As always, it is important to critically look at the manner that journalists and other media professionals approach ethical dilemmas. When it comes to paid advertising on company websites, there is a difference of opinion on whether or not this is a positive or negative.

So, what is native advertising? Native advertising, has been defined by Forbes as, “ads…designed to fit so closely with a publication’s content that they appear to be part of a publication.” This can be a good thing for newsrooms as it adds to the income of their company more. Is it ethical, though?

Photo courtesy of: https://mswonlineprograms.org/2015/lets-talk-about-ethics/

PRSA states, “The changing nature of media creates a lot of great opportunities for innovation in what PR pros do. But if we’re not careful, then branded content can tempt us to laziness, even as it sets new ethical traps.” The Public Relations Society of America has established credibility that should be listened to in regards to this topic.

A common theme is distrust in the media, and this could be added to that. If consumers are not aware of what is paid advertising versus what is not, then that trust may continue to diminish. The ads may have certain fonts and styles that blend into the website and may not see how they are different. The main goal as journalistic professionals are to stick to the values and be ethical, but this could cross that line.

This has been a big debate within the media and fellow journalists everywhere. Much of the question people can’t seem to agree upon, is if the information on deals between advertisers and the website be shared more transparently. Media Shift states, “This is the mandate we should require all publishers to adhere to. It will secure the separation of church and state, editorial and advertising.” They use this comparison to better fuel the claim that there should be a separation between these two. Separation of church and state is so integral into our American society, so the same should go for editorial and advertising.

Media outlets such as the Los Angeles Times are changing this, by certain guidelines. They are making sure that when there is “sponsored content”, it is labeled as that so consumers are aware.

When it comes down to why it matters so much, the Los Angeles Times gives a simple, clear answer. “The difference is that the goal of journalism is to inform and enlighten. The goal of advertising is to influence your thinking and behavior, typically to get you to buy something.” 

This goes back to our ethics that remains a constant. As journalists, we are supposed to be unbiased and honest with the public. There should not be a certain side or promotion within content on a website platform.

When it comes down to it, if it is not ethical, it should not be allowed. Journalists must put the public’s best interests before their own and continue to report fact based information. This is the way it was and should continue to be.