The free flow of information is essential to a free and fair election. The media disseminate election information and play several roles that may affect election integrity. On one hand, journalists monitor elections. They may act as national or international election observers. They may uncover election-related fraud and corruption, and provide information to the public. Their work adds transparency to the process, thus helping to safeguard election integrity. On the other hand, incorrect or biased reporting may distort the truth, give the public an unfair perception of a candidate or the process, and thereby undermine election integrity. Such actions are inconsistent with the media’s primary responsibility to objectively inform the public.

Media Oversight of the Electoral Process

The media safeguard election integrity by uncovering fraud and corruption, and reporting irregularities in the electoral process. They help to ensure that decision-makers are accountable for their actions, and also help to deter unethical or illegal conduct.

Transparency works to improve the system since defects, problems or other weaknesses are detected and made public; this forces electoral administrators or policy makers to take correction action.

Responsibility to Provide Fair and Balanced Reporting

Voters learn about the electoral process from media coverage of elections, candidates and their platforms, as much as they do from political advertisements in the media. Given the power of the media to reach voters and citizens’ faith in what they read in the newspapers, hear on radio or see on television, the media have a responsibility to the public. They must offer fair and balanced reporting, and ensure that everyone is treated equally. If they do not, the media pose a serious threat to electoral integrity.

• Inaccurate reporting may give voters and policy makers the wrong impression. This may happen if the media carry false statements, use facts selectively or simply do not meet professional standards—for example, if they do not check information sources or report rumour as fact.
• Irresponsible reporting may be deliberate. The press may seek to sway public opinion through the stories it covers and the tone it uses. It may stir up nationalist sentiment by targeting recent immigrants or a particular political party. It may destroy a candidate’s credibility through unsubstantiated allegations of illegal or unethical activities.
• Biased media may give preferential treatment to large advertisers. Most political parties, candidates and interest groups use paid advertising in the media. The advertisements earn money for the media, and that can undermine the principle of equal treatment for all. Also, journalists may show their political preference by favouring a particular party.

To lessen the danger that inappropriate reporting will compromise the integrity of the electoral process, media practices may be regulated by law. For example, France, Italy, South Africa and Canada place various legal restrictions on the publication of election-related opinion polls. In addition, the media’s obligation to provide fair, accurate and balanced reporting is entrenched in law in a number of countries. Newspaper or broadcasting companies usually insert a code of conduct in the employment contract that their journalists sign.