European Code of Professional Conduct in Public Relations
(Code of Lisbon)
Officially adopted at the General Assembly of CERP in Lisbon, April
16th 1978, and adopted by all the 18 National Associations (from 15
European Countries) who are institutional members of CERP.
 Section I - Criteria and standards of professional qualification of practitioners
bound by this Code
Clause 1
Every professional member of (national association) duly admitted as
such in accordance with the rules of (national association) is deemed for
the purpose of this Code to be a public relations practitioner, and to be
bound by the Code.
Section II - General professional obligations
Clause 2
In the practice of his profession the pr practitioner undertakes to
respect the principles set forth in the Universal Declaration of Human
Rights, and in particular the freedom of expression and the freedom of the
press which give effect to the right of the individual to receive
information, within the limits of professional confidence. He likewise
undertakes to act in accordance with the public interest and not to harm
the dignity or integrity of the individual.
Clause 3
In his professional conduct, the pr practitioner must show honesty,
intellectual integrity and loyalty. In particular, he undertakes not to
make use of comment which is misleading or information which is false or
misleading. In the same spirit he must be watchful to avoid the use, even
by accident, of practices or methods incompatible with this Code.
Clause 4
PR activities must be carried out openly: they must be readily
identifiable, bear a clear indication of their origin, and must not tend
to mislead third parties.
Clause 5
In his relations with other professions and with other branches of
social communications, the pr practitioner must respect the rules and
practices appropriate to those professions or occupations, so far as these
are compatible with the ethics of his own profession.
Section III - Specific professional obligations:
Towards clients or employers
Clause 6
A pr practitioner shall not represent conflicting or competing
interests without the express consent of the clients or employers
concerned.
Clause 7
In the practice of his profession, a pr practitioner must observe
complete discretion. He must scrupulously respect professional confidence,
and in particular must not reveal any confidential information received
from his clients or employers, past, present of potential, or make use of
such information, without express authorization.
Clause 8
A pr practitioner who has an interest which may conflict with that of
his client or employer must disclose it as soon as possible.
Clause 9
A pr practitioner must not recommend to his client or employer the
services of any business or organisation in which he has a financial,
commercial or other interest without first disclosing that interest.
Clause 10
A pr practitioner shall not enter a contract with his client or
employer under which the practitioner guarantees quantified results.
Clause 11
A pr practitioner may accept remuneration for his services only in the
form of salary or fees, and on no account may he accept payment or other
material rewards contingent upon quantitative results.
Clause 12
A pr practitioner shall not accept for his services to a client or an
employer any remuneration from a third party, such as discounts,
commissions or payments in kind, except with the agreement of the client
or employer.
Clause 13
When the execution of a pr assignment would be likely to entail
serious professional misconduct and imply behaviour contrary to the
principles of this Code, the pr practitioner must take steps to notify his
client or employer immediately, and do everything possible to see that the
latter respects the requirements of the Code. If the client or employer
persists in his intentions, the practitioner must nevertheless observe the
Code irrespective of the consequences to him.
Towards public opinion and the information media
Clause 14
The spirit of this Code and the rules contained in preceding clauses,
notably clauses 2, 3, 4 and 5 imply a constant concern on the part of the
pr practitioner with the right to information, and moreover the duty to
provide information, within the limits of professional confidence. They
imply also a respect for the rights, independence and initiative of the
information media.
Clause 15
Any attempt to deceive public opinion or its representatives is
strictly forbidden. Any form of blackmail, corruption or exertion of undue
influence, especially in relation to the information media, is forbidden.
News must be provided without charge and with no private understanding or
hidden reward for its use or publication.
Clause 16
If it should seem necessary to maintain the initiative in, and the
control of, the issue and distribution of information, within the
principles of this Code, the pr practitioner may buy space or broadcasting
time in conformity with the rules, practices and usages in that field.
Towards fellow-practitioners
Clause 17
The pr practitioner must refrain from unfair competition with fellow-practitioners. He must neither act or speak in a way which could tend to
depreciate the reputation or business of a fellow-practitioner, subject
always to his duty under Clause 19b of this Code.
Towards the profession
Clause 18
The pr practitioner must refrain from any conduct which may prejudice
the reputation of his profession. In particular he must not cause harm to
his national association, its efficient working, or its good name, whether
by malicious attacks or by any breach of its constitution or rules.
The reputation of the profession is the responsibility of each of its
members. The pr practitioner has a duty not only to respect this Code
himself but also:
a. to assist in making the Code more widely and better known and
understood;
b. to report to the competent disciplinary authorities any breach of
the Code which comes to his notice, c. to take any action in his power to
ensure that rulings on its application by such authorities are observed
and sanctions made effective.
Any practitioner who permits a violation of the Code will be considered
as having himself breached the Code.
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