The International Federation of Journalists is supporting an initiative to eliminate bribery in journalism.

In the Charter on Media Transparency, the International Public Relations Association has outlined five principles designed to foster greater transparency in the dealings between public relations professionals and the media.

Describing paid-for material as "one of the greatest challenges facing media today", IFJ General Secretary, Aidan White, said: "The practice erodes public confidence, undermines professionalism and makes a mockery of ethical values.

"This set of principles is a welcome step from within the industry to get the mission of journalism back on track and to eliminate all forms of corruption."

"It sheds a welcome light on the often shadowy dealings between the business world and journalism and helps us focus on the need for quality media."

The principles of the Charter are:

• News material should appear as a result of the news judgment of journalists and editors, and not as a result of any payment in cash or in kind, or any other inducements.
• Material involving payment should be clearly identified as advertising, sponsorship or promotion.
• No journalist or media representative should ever suggest that news coverage will appear for any reason other than its merit.
• When samples or loans of products or services are necessary for a journalist to render an objective opinion, the length of time should be agreed in advance and loaned products should be returned afterward.
• The media should institute written policies regarding the receipt of gifts or discounted products and services, and journalists should be required to sign the policy.

Other groups supporting the statement of principles are the International Press Institute, Transparency International, the Institute for Public Relations, and the Global Alliance for Public Relations and Communications Management.