Ethics

Considering that all member countries of the United Nations Organisation have agreed to abide by its Charter which reaffirms “its faith in fundamental human rights, in the dignity and worth of the human person” and that having regard to the very nature of their profession, Public Relations practitioners in these countries should undertake to ascertain and observe the principles set out in this Charter;

Considering that, apart from “rights”, human beings have not only physical or mental needs but also intellectual, moral and social needs, and that their rights are of real benefit to them only in so far as these needs are essentially met. Considering that, in the course of their professional duties and depending on how these duties are performed, Public Relations practitioners can substantially help to meet these intellectual, moral and social needs.

And lastly, Considering that the use of techniques enabling them to come simultaneously into contact with millions of people gives Public Relations practitioners a power that has to be restrained by the observance of a strict moral code.

On all these grounds the undersigned Public Relations Associations hereby declare that they accept as their moral charter, the principles of the following Code of Ethics, and that if, in the light of evidence submitted to the Council, a member of these associations should be found to have infringed this Code in the course of his duties, he will be deemed to be guilty of serious misconduct calling for an appropriate penalty.