In today’s media landscape, the line between journalism and advertising can easily blur, especially when news segments feature businesses and brands. Maeva Damoy, a seasoned reporter from the Economy and Social Affairs team at France Télévisions, shares how her newsroom upholds strict journalistic standards to avoid covert advertising and maintain public trust.
Damoy, who contributes to France 2, France 3, and franceinfo, frequently reports on companies to help audiences understand economic trends. But is reporting on a business tantamount to promoting it? According to her, not if journalists adhere to clearly defined practices.
“We are in constant contact with companies because we need real-world examples and testimonies to illustrate economic developments,” she explains. Whether investigating the tactics behind aggressive discounting or analyzing government policy impacts, journalists at France Télévisions start by contacting companies that fit the editorial angle. Press offices may or may not grant access, and even before filming begins, reporters conduct phone interviews to verify data like revenue or employment figures.
“We always go directly to the source and verify it before committing to a shoot,” Damoy says. Accuracy and impartiality are fundamental.
One common misconception Damoy addresses is the belief that companies must pay to be featured on television. “That’s absolutely false,” she states. Reporters never accept payment from businesses, nor do they sign any contractual agreements. Companies also do not receive promises about how much airtime they’ll get or have any rights to reuse footage for advertising. They may, however, link to the full report on the broadcaster’s official platforms.
Legal and ethical boundaries are also clearly defined. French laws prohibit hidden advertising, and France Télévisions complies with regulations set by ARCOM, the country’s audiovisual authority. The newsroom adds its own internal rules as an extra layer of protection. For instance, when possible, journalists include testimonies from at least two businesses in a story to ensure balance—unless it’s a specific profile or a feature on a unique initiative.
Moreover, to avoid repeated exposure, the same company is generally not featured multiple times within a short period. If a report includes a recognizable brand or logo and other competitors cannot be shown, France Télévisions chooses to blur the branding as a form of visual neutrality.
This isn’t just a matter of editorial policy—it’s also personal. Each year, journalists are required to sign a “declaration of interest” under France’s Sapin II law, which aims to increase transparency and fight corruption. Reporters must disclose any personal ties that might affect their impartiality, such as having a spouse working for a competing outlet or a company that could appear in their reporting.
“We are also committed to refusing gifts, no matter how small,” Damoy adds. Whether offered before, during, or after a report, these gestures are strictly declined to avoid any suggestion of influence.
This article is originally published on francetvinfo.fr
