EYE ON ETHICS

Adopted on October 7, 1958, amended on May 19, 1976

The Purpose Behind the Establishment of the Newspaper Advertising Code of Ethics:

To defend freedom of speech and expression and to enhance the credibility of advertising, it is desirable for the newspaper industry to impose restraints on advertising on its own initiative through cooperation and agreement with those concerned with advertising, and not through legal restrictions or government intervention.

The entire responsibility for the contents of advertisements lies, in the first place, with the advertiser. In publishing advertisements in their pages, however, newspapers must consider the social impact of newspaper advertising, eliminate improper advertising, defend the interests of readers and must establish principles to maintain and enhance the credibility of newspaper advertising.

The Nihon Shinbun Kyokai has hereby established the Newspaper Advertising Code of Ethics, based on an agreement of member newspapers, and has made clear its attitude by declaring some basic principles covering the publication of advertisements. However, this code does not necessarily bind the judgment of member newspapers in publishing advertisements in their pages nor does it have any legal binding power.

The member newspapers of the Nihon Shinbun Kyokai, recognizing the mission of newspaper advertising in society, must constantly strive to elevate ethical standards and must respond to the trust of readers.

1. Newspaper advertising must tell the truth.

2. Newspaper advertising must not damage the dignity of newspaper pages.

3. Newspaper advertising must not violate laws and regulations related to advertising.