Journalists should not write or edit stories that appear as independent reports but in reality are hidden advertising. This compromises their credibility. Such stories appear in a newspaper looking like a normal article, but if one looks more closely there is in the best of all cases an indication in small letters that they are advertisements (Publireports). Journalists also should only report on events in which their own publication or network are involved as sponsor or partner with the same deference given to other events.