Category Archives: ethics

The Mastercard Brit Awards journalists should have quoted the ASA

Last week’s reports on a PR company’s demand to journalists that they post tweets in exchange for accreditation missed one important factor: the Advertising Standards Authority.

The arrangement – involving a PR agency handling Mastercard‘s sponsorship of the Brit Awards – was revealed when Telegraph reporter Tim Walker sent an email to Press Gazette. They reported:

“Before providing two journalists from the Telegraph with accreditation to attend the event House PR has asked them to agree to a number of requests about the coverage they will give it.

“They have even gone as far as to draft Twitter messages which they would like the journalists to send out – and asked that they include a mention of the marketing campaign #PricelessSurprises and @MasterCardUK.”

Do such messages fall foul of the ASA’s guidelines on “marketing communications” on Twitter?

The ASA’s press officer Matt Wilson said that they don’t have a precedent, but told me:

“If entry to the Brit awards was conditional on the journalist tweeting on behalf of Mastercard, we’d likely view that as a ‘reciprocal arrangement’ (i.e. the journalist receiving a benefit they wouldn’t have otherwise). Continue reading

FAQ: Big data and journalism

The latest in the series of Frequently Asked Questions comes from a UK student, who has questions about big data.

How can data journalists make sense of such quantities of data and filter out what’s meaningful?

In the same way they always have. Journalists’ role has always been to make choices about which information to prioritise, what extra information they need, and what information to include in the story they communicate. Continue reading