The Society of Professional Journalists (SPJ) is undertaking a significant revision of its voluntary Code of Ethics, the first update since 2014, to adapt to the evolving media landscape, including the rise of artificial intelligence and a decline in public trust.

The SPJ's Code of Ethics, a voluntary guide established a century ago, is being modernized to address contemporary challenges facing journalists and news organizations. The process, which involves extensive feedback and numerous meetings, aims to ensure the code remains relevant in an era marked by rapid technological advancements and shifts in how news is produced and consumed.

"We were thinking about artificial intelligence and how it’s used and sometimes misused by news organizations," said Chris Roberts, vice chairman of the SPJ Ethics Committee. "As they confront that new technology that saves them money, but also causes a lot of trouble if it’s not used effectively and ethically."

The updated code also seeks to address an "existential crisis" of dwindling public trust in the media. "We’re talking about a world that does not trust us as much as they did," Roberts added. "We’re talking about politicians and others who go out of their way to smack journalism around because it dares point out their shortcomings."

Furthermore, the revision acknowledges the changing definition of a "journalist." With a significant increase in independent "creator journalists," freelancers, and online influencers, the SPJ aims to provide a guiding ethical framework for a broader range of individuals involved in news dissemination. A Pew study indicated that one-third of journalists were freelance or self-employed in 2023.

The SPJ, founded in 1909, has revised its code five times previously, with the last update in 2014. The four core principles – "Seek Truth and Report It," "Minimize Harm," "Act Independently," and "Be Accountable and Transparent" – remain unchanged. However, new language has been incorporated to address emerging issues.

A new addition to the code states: "Remember that speed, technology or medium do not excuse inaccuracy or unfairness. Journalists are ethically responsible for their work, regardless of tools and technologies used." This addition emphasizes that the ultimate responsibility for the accuracy and fairness of reporting rests with the journalist, irrespective of the technologies employed.

While the draft code does not explicitly name AI, referring instead to "tools and technologies," it is designed to remain pertinent as technology evolves. The revision also touches upon verification, misinformation, and the use of fabricated images.

Another notable change is the replacement of the phrase "Give voice to the voiceless" with "Be vigilant and courageous about holding those with power accountable. Counter the unfair marginalization of those with less power." This adjustment was made because the original phrasing was seen as potentially problematic, implying that certain groups inherently lack a voice. The new wording aims to acknowledge that marginalized groups may have voices, but mainstream news outlets often fail to pay attention to them or are unaware of their existence.

"What we wanted to try to speak to... was this idea that there are groups out there that may be marginalized from news coverage... and (journalists) should make an effort to include them when it’s relevant, particularly when it builds the accuracy of the story," explained Eric Deggans, NPR's critic-at-large and a media ethics professor.

Despite the transformations in the journalism industry, SPJ President Chris Vaccaro expressed confidence that the code will continue to be a valuable resource. "We’re definitely not going to operate under the assumption that no one’s going to use it or nobody cares, or journalism’s changed so drastically that it doesn’t matter," Vaccaro said. "It does matter."

The revised code is expected to be voted on by the broader SPJ organization in October, following a period of public feedback.