Press Council accuses photo agency Keystone of lack of transparency
The Swiss Press Council has upheld a complaint by Impressum against the Keystone photo agency. The accusation against the photo agency was insufficient transparency in commercial images. Keystone has since changed its practice.
During the last Ski World Cup race in Wengen, Keystone distributed images of a clearly commercial nature on behalf of paying companies. In the pictures of skiers, there was a conspicuously large
advertising for a milk processor can be seen in the background. Some of the photos were labeled Keystone, Photopress or Keystone Photopress.
Impressum saw this as a mixture of commercial and editorial communication and filed a complaint. According to the SDA, the declaration of the duties and rights of journalists prohibits the following under point 10
the mixing of journalistic activity and commercial advertising.
Keystone has since changed its practice and explicitly labeled the relevant photos as "commercial images". Nevertheless, the Press Council upheld the complaint. It is permissible to publish such photos in the editorial section. However, they must be expressly marked as commercial images. According to the Press Council, only a few journalists are apparently aware that Photopress distributes commercial images on behalf of paying customers. The public had all the less chance of recognizing the commercial background of the photos.
advertising for a milk processor can be seen in the background. Some of the photos were labeled Keystone, Photopress or Keystone Photopress.
Impressum saw this as a mixture of commercial and editorial communication and filed a complaint. According to the SDA, the declaration of the duties and rights of journalists prohibits the following under point 10
the mixing of journalistic activity and commercial advertising.
Keystone has since changed its practice and explicitly labeled the relevant photos as "commercial images". Nevertheless, the Press Council upheld the complaint. It is permissible to publish such photos in the editorial section. However, they must be expressly marked as commercial images. According to the Press Council, only a few journalists are apparently aware that Photopress distributes commercial images on behalf of paying customers. The public had all the less chance of recognizing the commercial background of the photos.
