Code Of Ethics

The Notice was last updated June 4th, 2008

Introduction: What We Stand For

In our industry, we have tons of journalists and bloggers reporting about the latest scoop in the tech sector. We truly enjoy a remarkable degree of freedom and with freedom comes responsibility to display our expertise in accordance with the highest standards, to be accountable for what we publish, and to avoid conflicts of interest. We will strive to fulfil these responsibilities as we could understand what our most important asset is: the trust of our readers, online visitors, viewers, and listeners in the credibility of the information and insights we provide.

We believe that our future depends upon preserving and enhancing this trust. Therefore, we must ensure that:

1. Our integrity is of the highest calibre.

2. We base our unique brand of reporting on accurate information, gathered honestly from our sources and presented fairly.

3. Our professional conduct is unassailable.

4. Our personal conduct, as it reflects on Web 2.0 Economy, is beyond reproach.

All members of the Web 2.0 Economy editorial staffs must uphold these principles. This means everyone who works on the magazine and the Web site, be they full-time, part-time, interns, or freelancers. Moreover, everyone in our organization is expected to report to the editor-in-chief violations are committed if any.

Here are the rules by which live by:

INTEGRITY

Unquestionable integrity is at the heart of our effort to serve our audiences with the best and professionalism journalism in the world. One way we achieve this is to strictly observe an invisible wall that separates our editorial operations from our advertising and other business departments, so as to avoid any chance that one will inappropriately influence the other.

In every medium, our editors, and graphic designers prepare and place stories, graphics, and interactive features based solely on their editorial merits. Thus, we treat companies that advertise with us exactly the same as those that don't. We don't favor any company or subject of a story, or discriminate against any -- for any reason.

Moreover, editors and editorial imperatives dictate the design of our products. Obviously, we make allowance for the presentation of revenue-generating elements. However, the design must always make clear the distinction between editorial and commercial material. In the spirit of that rule, for example, we do not link, for any reason other than editorial purposes, from within the text of electronic versions of our stories to an advertiser's Web site.

To ensure that we honor these principles, there generally should be no contact (beyond social conversation) between the vast majority of Web 2.0 Economy editorial and our executive staff. (The editor-in-chief may grant exceptions as necessary for the running of the business.)

3. ASME guidelines.
The American Society of Magazine Editors has created guidelines for both print and digital media that establish a minimum standard of behaviour for reputable magazines and Web sites. Web 2.0 Economy and its employees, both editorial and business, must honor the ASME guidelines. (Editorial Guidelines: http://www.magazine.org/Editorial/Guidelines/. Best Practices for Digital Media: http://www.magazine.org/Editorial/Guidelines/Best_Practices_for_Digital_Media/).

HOW WE DO OUR MEDIA REPORTING?

Web 2.0 Economy specializes in valued-added media reporting. This gives us license to go beyond a traditional, just-the-facts approach. At the same time, it puts an extra onus on us in the following areas:

1. Accuracy.
For the reader to believe our interpretations, we must start with accurate information, honestly and professionally gathered. Moreover, our interpretation must flow from the facts and be reasonable.

Inaccurate or sloppy reporting of material that appears anywhere under the Web 2.0 Economy name violates the spirit of this Code. The responsibility for accuracy lies with everyone who touches the editorial product. If you have any reasonable doubts about the accuracy of our information, you have a duty to tell your editor, and if necessary the editor-in-chief.

2. Honesty.
All of your dealings with sources -- and with other editorial staff -- must be truthful.

As an institution, moreover, Web 2.0 Economy will always be an independent voice, with no ax to grind. We do not support political candidates or political parties. We are not Keynesians, monetarists, or supply-siders. On all matters of politics, economics, and social policy, we try to bring our own judgment to bear, based on thorough reporting and reasonable analysis. We do not do stories that are designed to hew to any ideological agenda.

3. Fairness.
We give the subjects of a story -- people, companies, and institutions -- an opportunity to have their views presented. We include relevant portions of those views -- or report that the subject declines to comment. We also present differing or dissenting opinions, though they may be subordinate to the main thrust of the story.

If someone complains about a story, we will investigate promptly and even-handedly. If we are right, we will stand by the story regardless of who is complaining. If we are wrong, we will say so forthrightly and make whatever amends seem appropriate.

Because we do analytic journalism and commentaries, we do not strive for perfect objectivity. But we must always strive to be fair.

4. Attribution.
We use the following ground rules when seeking information from sources:

On the record:
You are free to use all material from the interview, including information and quotations, and to identify the source. We prefer this approach.

Not for attribution:
You are free to use information and quotations, but you agree not to identify the source. "Not for attribution" is an acceptable method of gathering information, though not the one we prefer.

Off the record:
You agree not to use information from the source. Or you may agree not to use the information unless you check with the source before publication. You should avoid this method unless it's the only way to interview a one-of-a-kind source.

Make such decisions carefully (and in the case of "off the record," only after checking with your editor or the editor-in-chief, if possible), because Web 2.0 Economy generally will have to honor whatever arrangement you make. The editor-in-chief or a designated surrogate has the right to know the identity of anonymous sources -- be they not-for-attribution or off-the-record sources -- and will keep such information confidential.

PROFESSIONAL CONDUCT

Every judgment we make as journalists must be free of conflicts of interest -- free even of the appearance of conflicts.

Plagiarism and fabrication.
We don't copy the work of others. And we don't make things up.

We must gather and verify every piece of information we present. On the rare occasion when we can't confirm a critical fact another publication has reported, we must credit that publication. If you ever have a question about the use of such material, you should consult the editor-in-chief. You should also notify all three if you feel that another publication has plagiarized your work.

In addition, photographers may not make changes or adjustments to images, including alterations in the subject, background, or lighting, without the prior approval of Web 2.0 Economy graphic designer. Similarly, any significant modification of images by the Web 2.0 Economy art department must be approved by Web 2.0 Economy's graphic designer.


PERSONAL CONDUCT

1. You may not use the Web 2.0 Economy affiliation -- including your business card or business stationery -- for personal advantage in any way. Period.

Among other things, this means that you will never invoke the Web 2.0 Economy name or your title when seeking to resolve a personal dispute with a merchant, financial institution, government agency, or anyone else. You may not court favouritism based on your Web 2.0 Economy affiliation.

2. You must avoid high-profile roles in the public spotlight, including in political campaigns (avoid marches and demonstrations, for example) or in fundraising that could associate the Web 2.0 Economy name with your personal causes or beliefs.

3. You should never endorse a product, with the exception of the one for which you work.


CONCLUSION

Web 2.0 Economy is committed to this Code. At the same time, we realize that no document can anticipate all possible circumstances that may arise in the future. To reiterate: When in doubt, please ask.

It may be necessary, from time to time, to clarify this set of rules or to modify them. The editor-in-chief, as necessary, will decide on any clarifications, exceptions, or modifications to this Code. We expect, however, that clarifications will be rare, and that exceptions will be narrow.

Please remember: Web 2.0 Economy's reputation is its most important asset, and anything that damages that reputation damages both Web 2.0 Economy and all of us.