ISLAMABAD â The Press Council of Pakistan (PCP) has urged the media, both electronic and print, to remain unbiased, fair and ethical while covering the upcoming elections.
The PCP, in its guidelines issued recently, said the media should apply principles of fairness in the allocation of time and space to political parties and candidates so that balance and fairness were achieved. The media should reflect the voices of men and women and opinions of all sections of society and all democratic groups that uphold the Constitution and law of the country, it said.
All media, both public and private, should observe the distinction between advertising and editorial content and not allow forms of advertising or paid political promotion to be disguised as editorial content, it added.
The PCP said that paid political content must be identified as such and a balance between broadcasting of paid for content and editorial content should be maintained in line with agreed industry standards.
The guidelines also proposed that media should encourage election participation and in particular, discourage all forms of rumours, speculations, sensationalism and disinformation, particularly when those concern specific political parties or candidates.
The media should also discourage publication of unsubstantiated allegations or personal remarks or opinions that are designed to be offensive and malicious and verify information regarding individuals or parties which is critical or negative before it is telecast, broadcast or published, it added.
The PCP said that the media should also avoid all forms of hate speech that could be interpreted as an incitement to violence or had the effect of promoting public disorder. The media should exercise caution in the use of opinion polls and surveys during electioneering and especially close to Election Day, it added.
The PCP said that while publishing/broadcasting finding of opinion polls and surveys the media should indicate the number of people, geographical area on which the polls and surveys were based and the identity of the polls sponsor.
The media should report accurately the election results as they emerge from the Election Commission of Pakistan and should avoid publishing/broadcasting incomplete and unauthorised election results pouring in from different  constituencies on election day, it added.
The media owners should ensure that all their staff designate to cover election, including those working at local level are well trained and politically neutral.
The PCP said that safety of journalists and media staff was of paramount importance so all the media and law enforcement agencies should take effective measures in that regard.