Industry Code of Conduct

The Travel Media Association of Canada Code of Professional Conduct has been established to set up guidelines for professional conduct amongst TMAC members. All TMAC members are expected to abide by this Code.

TMAC Industry Members Shall

• Assure the integrity of articles written under their by-line; materials from other sources incorporated in a story will be credited; the writer’s own views will be clearly distinguished from news reports.
• Maintain a distinction between an opinion piece and an advertorial. However, even though travel-related stories are not an extension of advertising, brand names and specific companies will be used in newsworthy context or for purposes of clarification only.
• Strive to avoid misleading or misrepresenting tourist boards, public relations companies or other agencies about the likelihood of placing an article.
• Show respect for the travel industry or a travel destination in their writing and not compromise this respect in order to write in an entertaining way.
• Disclose the name of the sponsor who paid for the trip on which they are reporting, when possible, especially if the trip has been sponsored through a private concern.
• Remember that their main obligation is to their readers/listeners/viewers. Their obligation to the travel industry sponsors rests in fulfilling the ethical relationship established with a host.
• Refrain from misrepresenting their credentials for initial membership, renewal, or in order to obtain complimentary or reduced rate travel arrangements from members of the travel industry.
• Provide media members with as much advance notice as possible when requesting assistance; however, last minute arrangements are sometimes beneficial for both media and industry.
• Treat media requests in a professional manner, bearing in mind that media demands are primarily in the realm of information, not promotion.
• Respond in a timely fashion to media requests, whether the response is positive or negative.

With Regard to Press Trips

Industry Members shall abide by all of the above, plus they shall:

• Abide by all rules and regulations established by the host of the trip.
• Represent TMAC with dignity and professionalism.
• Refrain from making requests that fall outside of the scope of their assignment or press trip.
• Conduct themselves as ambassadors of the association, the travel industry and Canada.
• Respect local customs, history, traditions and laws.
• Attempt an understanding of the socio-economic, religious and political differences in other cultures.
• Respect the environment at all times.
• Display a realistic attitude to the host regarding the likelihood of placing an article and refrain from misrepresentation regarding same.
• Participate in all scheduled activities on hosted trips unless ill, incapacitated or if previous arrangements have been approved by the host.
• Provide the maximum notice possible in the event that trip arrangements need to be modified or cancelled.
• Submit a written report regarding any matters arising from the behaviour of a TMAC or Industry member-at-large, within ten days and address the report to the attention of the TMAC President.
• Inform media members at the time they are invited to participate on a trip exactly what expenses are covered and what are not (including gratuities).
• Provide writers with a detailed itinerary and any waivers to be signed, PRIOR to their commitment to join a trip. This specifically applies to releases guaranteeing the publication of a story, or waiving the legal responsibilities of press trip organizers in case of accidents.
• Refrain from requiring media members to sign inappropriate waivers regarding activities that are not high risk in nature and would not require a waiver from the general public for participation in a similar activity or event.
• Specify to writers the expectations of the sponsor in terms of written material, prior to their commitment to join the trip.
• Identify freelance writers as such on press trip documents.
• Submit a written report regarding any matters arising from the behaviour of a TMAC member, within ten days and address the report to the attention of the TMAC President.

Dispute Resolution

If an industry member has a dispute with another industry or media member during a press trip or other TMAC function, both parties should make every effort to resolve the matter amongst themselves. If and only if a satisfactory conclusion cannot be reached, the dispute should be taken to the board.