Code of Ethics

I. Preamble — Ethical responsibility has an effect on the public perception of a publication’s credibility. As livestock communications media, allied firms and individuals serving the livestock industry, we are bonded in the Livestock Publications Council for furtherance of professional fellowship as well as common interests and objectives. As members, we recognize our industry and public trust responsibilities, including our moral obligation to respect the enterprises of each other, the subjects and persons written about, the advertisers served, the readers to whom we provide information and the public at large. Therefore, individually and collectively, we subscribe and pledge to uphold standards set forth in this Code of Ethics.

II. Individual Rights — As individuals and with our media, we support and defend the governing documents of our respective countries, being particularly mindful of our individual rights and attendant responsibilities as active participants in the livestock industry and as communications representatives thereof.

III. Objectivity and Accuracy — Our primary goal will be objectivity and accuracy in content, clearly labeling personal opinions as such. Errors of significance will be corrected promptly when called to attention.

IV. Fairness — Respect for the dignity, privacy and rights of all persons will be foremost in our conduct and communications. We will strive for a level of propriety consistent with the standards of our readership. Reporting details serving no useful purpose or harming individuals will be avoided. Should it occur, we would actively seek and publish responses from the persons so impugned. We will work to ensure headlines accurately epitomize accompanying articles. New media should follow the same ethical standards as print publications.

V. Obligations — Livestock publications professionals should serve as communications representatives for the livestock industry and provide information to other members of the industry. Members and their publications shall avoid situations where editorial content is perceived to be more beneficial to advertisers than to readers.

VI. Advertisers — We will not knowingly misrepresent the circulation of our media to advertisers, potential advertisers, their agents or representatives.

VII. Photographers — Altering photos in any way that changes the meaning or structure of the animal is unacceptable, i.e. straightening toplineso r underlines, tightening necklines or otherwise adding to or subtracting from the animal’s natural appearance. Enhancing colors, removing blemishes, and extensive cropping are acceptable for both advertising and editorial photos. Adding objects or people to a photo, flipping photos, and blending multiple photos are acceptable practices for advertising photos only unless identified as a photo illustration.

VIII. Professional Conduct — We recognize the imperativeness of being free of obligation to any interest other than that of our publications, advertisers and the right of our readers to be informed. Therefore, to avoid conflict and jeopardizing trust developed by readers, we will spurn any gifts or favors that — in the minds of reasonable persons — would compromise our responsibilities.

IX. Pledge — We pledge ourselves to abide by and to help enforce this Code of Ethics, as well as to professional disassociation from colleagues who knowingly, willfully and consistently violate the standards set forth.