BOICOTAREA BRANDURILOR: ÎNTRE ETICA MASS-MEDIA ȘI RESPONSABILITATEA PUBLICITĂȚII

This study discusses the efficacy and legitimacy of boycott, but also the responsibility of brands for endorsing a certain journalistic content broadcast by the stations where they promote themselves. By financially supporting television stations, brands can encourage inferior quality journalism and help promote interests of individuals and by withdrawing advertising contracts with televisions which violate ethical standards and directing those financial resources to independent press, brands could contribute to increase the quality of journalistic content.A clear line of demarcation between advertising and editorial content is an important ethical rule, imposed especially to avoid external pressure that may affect editorial independence.