Arthur Page sets web ethics code

NEW YORK: Concerned about unscrupulous use of the internet, the

Arthur W. Page Society is adapting a new ethics code for PR use of the

net, and is inviting other PR organizations to do the same.

Last Friday, the Page board was expected to approve the policy put

together by Richard Edelman, head of the society's marketing committee.

The proposals call on PR people to disclose who they are as well as who

they are representing when taking part in online chat groups and

conferences. A meeting of major PR groups is planned this week in New

York to review the code.

Also included is disclosure of the background of experts, including any

potential conflicts of interest or "anonymous economic support of web

feature content."

Edelman said the new guidelines are needed to ensure that the public and

media look to internet PR as a credible source of information.

Organizations such as the Council of PR Firms and the PRSA have been

consulted in formulating the guidelines.

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