Beyond journalism: Why media ethics matter for all content creators

Back in 2022, I wrote about my own standards as a blogger and why accountability in media matters. At the end of the day, credibility is the only real capital a journalist or content creator has. Once that is gone, it is almost impossible to earn back.

READ: Bloggers need a collective set of ethical standards

Today, the issue is back in the spotlight. Pasig City Mayor Vico Sotto raised it after interviews started going viral again. He asked the right but uncomfortable question:

“Bago ba tinanggap ng mga kilalang journalists ang alok na mag-interview ng isang Contractor na Pumapasok sa Politika, hindi ba nila naisip, ‘Uy teka, ba’t kaya handa ’to magbigay ng 10 million* para lang magpa-interview sa akin??’”
[Before famous journalists accepted the offer to interview a contractor entering politics, didn’t they think, “Wait, why is this person ready to spend 10 million just to be interviewed by me??”]

Vico pointed out that maybe nothing technically “illegal” happened, but that does not make it acceptable. He added:

“Puwede silang magtago sa grey areas: ‘hindi naman journalism ito… more of lifestyle lang… kailangan kasi ng sponsor…’ pero ’wag na tayong maglokohan. They rose to national prominence as broadcast journalists/news personalities; puhunan [dapat] nila ang kanilang reputasyon at kredibilidad… at sa ganitong kalakaran, ito rin ang reputasyon at kredibilidad na pinahihiram nila sa mga corrupt kapalit ng ? .”
[They can hide in grey areas: “this isn’t journalism… more of lifestyle… we needed a sponsor…” but let’s not fool ourselves. They rose to prominence as broadcast journalists/news personalities; their reputation and credibility should be their real capital… and in this practice, that same reputation and credibility is being lent to the corrupt in exchange for money.]

This is where the conversation matters for more than just mainstream journalists. Some say, “Hindi naman ito journalism, more lifestyle lang,” [This isn’t journalism, just lifestyle] or “we needed a sponsor.” But whether you are a TV anchor, a podcaster, or a YouTuber, audiences don’t see those distinctions. To them, you are still someone whose credibility has weight. And once you use that credibility to boost someone else’s image, you also carry the consequences.

Veteran journalist Inday Varona made this point as well. She agreed with Vico that ethics and professional standards were missing, though she noted he did not need to cite unverified figures. Even without the number, the problem was clear: both Julius Babao and Korina Sanchez lent their platforms to the Discayas, a couple already flagged for questionable contracts. The result was not journalism, not even balanced storytelling, but polished features. No tough questions, no context, only a rags-to-riches story that conveniently aired as Sarah Discaya was preparing to run against Vico.

Inday pointed out that entertainment sells, which explains why shows lean toward glossy narratives. But standards should not change simply because the format is labeled “lifestyle.” If your brand is built on journalism, you cannot lower the bar when you shift to content creation. Audiences carry expectations with them. They still assume you know the context, you’ve done the preparation, and you will ask the difficult questions. When you don’t, that omission speaks volumes.

Atty. Race Del Rosario also stressed this: the real issue is not whether 10 million pesos was paid or not. It is credibility. As he said, “Hindi ganoon ang tingin ng publiko.” [That’s not how the public sees it.] People assume influence and money are involved, whether proven or not, because airtime itself has political value. Once that perception takes hold, trust disappears.

And trust is the only currency media and content creators have.

Corruption is systemic. It seeps into politics, business, and yes, media. The so-called grey areas of “sponsored content” or “lifestyle branding” may look harmless, but they eat away at credibility. That is why the reaction is so strong when familiar names, whether they are respected journalists or high-profile creators, say “this is different, not journalism.” The audience doesn’t buy it. What they see is reputation being rented out to help someone else’s agenda.

This is why media ethics is no longer just for newsrooms. Bloggers, vloggers, podcasters, and lifestyle hosts all shape public opinion. When you have an audience, whether big or small, you are accountable. Transparency, honesty, and fairness are not optional. They are the foundation of whatever trust you have.

That is why back in 2022, I wrote down my standards for blogging and media. They are simple, but they keep me grounded: be transparent about affiliations and sponsorships, never accept money or favors in exchange for coverage, strive to be fair and accurate, respect the audience’s trust, and protect credibility at all costs.

Edna Aquino also reminds us of a bigger structural need. She says, “It is long overdue for journalists to set up their self-regulatory body as a manifestation of its own accountability.” She points to the work of the Ethical Journalism Network, which partners with press councils and self-regulatory bodies to strengthen good governance and accountability in media worldwide. Their current focus includes Pakistan, Turkey, and the Western Balkans—an example that accountability in media can and should be pursued everywhere.

These may sound basic, but they are lines I refuse to cross. Credibility is fragile. You can build it over years, lose it in a moment, and once it is gone, you can never truly get it back.