The American Advertising Federation (AAF), the Reynolds Journalism Institute (RJI)

Multiple Choice

The American Advertising Federation (AAF) , the Reynolds Journalism Institute (RJI) and the Missouri School of Journalism identified eight ethical principles and practices for advertising, public relations, marketing communications, news, and editorial professionals. Which one of the following is not included in their list of eight?

A) Professionals have an obligation to exercise the highest personal ethics in the creation and dissemination of commercial information to consumers.
B) A clear distinction must be made between advertising, public relations and corporate communications on the one hand and news and editorial content and entertainment on the other, both online and offline.
C) Advertisers and their agencies, and online and offline media, should discuss privately potential ethical concerns, and members of the team creating ads should be given permission to express internally their ethical concerns.
D) Advertising, public relations, marketing communications, news, and editorial all share a common objective of truth and high ethical standards in serving the public.
E) There is no single truth and professionals are responsible for expressing their own version of what the truth is in specific instances.