Journalism professor: Crumbling advertising-editorial firewall means ACCC should be more involved in media
The media should come under more regulatory scrutiny when its editorial coverage is tainted by commercial interests, an influential journalism professor has urged.
The call for the Australian Competition and Consumer Commission to become more involved came from Bond University’s Mark Pearson, author of several editions of The Journalist’s Guide To Media Law.
Speaking to ABC Radio National’s The Media Report, Prof Pearson said that new laws are not necessarily needed to regulate the Australian press – but current exemptions to consumer law should be looked at again.
He said: “There are already so many laws controlling the behaviour of news organisations and journalists, we don’t really need any more. We need to make those that exist more effective. But if there had to be something more, the consumer law that exists at the moment, and already applies to the media in many ways, could be extended to cover heinous ethical breaches.”
He’s right.
Advertorial aka ” integrated ” should be marked as such by law.
Office of Fair Trading in the UK already started looking at bought Tweets and blogs:
http://www.guardian.co.uk/tech.....-marketing
Hmmm
There is a fine line between intervention for high-level cash for comment and allowing magazines to decide if they like a product and possibly have it as a prize and/or a favourable write-up.
Readers are very sophisticated today and know to check reviews and editorial. For example, a number of times recently I wanted to purchase an A3 printer/scanner.
I didn’t read the good reviews in magazines and on the web – I looked for the bad reviews. The result was (a) I didn’t buy any of them and (b) wrote to one tech review site and suggested they delete five bad reviews, as they were all by the same person under different names.
The site apologised, saying it was one of the disadvantages of an open forum.
How does this relate to the issue? Very few magazines can survive, without assisting advertisers with Editorial. When I was a Managing Editor at a magazine company, we did more editorial for advertisers, but would never do so if we knew the product was not one of the best. So it was win-win for us all – especially readers.
Any attack on this business model (which 99 percent of the public are aware of) will put most magazines out of business and I suspect make business more difficult for the professor too.
Pffft… in the social media era, by the time the regulator acts on behalf of consumers the self-same consumers have figured it out, publically castigated the publisher and long since moved on to the next media transgression… A regulatory review of dumb things said by dinosaur media academics would be more useful.