Journalists have various ethical obligations, both to society as a whole as well as individuals with whom they have professional contact. These responsibilities are the same with election reporting as with any other reporting. For example, journalists are obligated to protect the confidentiality of sources if requested to do so as well as in instances where the source may be in danger. Similarly, a journalist cannot resort to dishonest or illegal methods of gathering information. 

The serious nature of this responsibility is a result of the seriousness of media’s overall task of exercising rights to freedom of expression and information –crucial human rights that are essential to the functioning of democracy-. In other words, it is not ‘just a job,’ and impacts a society directly.

It is crucial, for example, that media coverage be fact based and not derivative. Too often inaccurate observations are widely disseminated through repetition. Journalists often use cuttings libraries or the Internet and reproduce claims that they are unable to substantiate, creating rumour-mills. Often well-established and reputable media outlets are just as to blame as small and ill-resourced outlets, in this regard.

Credible journalists also exercise responsibility in how they report damaging allegations against individuals or social groups. They allow those affected a chance to respond, creating a balanced and non-inflammatory report. Furthermore, they are aware of potential impacts of their reports. Inaccurate reporting may swing the outcome of an election. Inflammatory media reports can also cause protests or violence.