This study, written by Andrew Puddephatt, focuses on different angles of self-regulation applied to the media sector. It summarizes the intersections of the theme with the practice of journalism, the editorial principles and strategies for corporate social responsibility.

According to Andrew Puddephatt, it is important to recognise the dual character of the media and its implications. Firstly it is a site which permits the free exchange of ideas and opinion necessary in a democracy and which is therefore deserving of the highest protection and freedom from state interference. Secondly it is a social actor in its own rights, who’s choices about whether or how to cover events and whose editorial position can also shape events and in that way is required to act in a socially responsible fashion. It is this dual character that makes an effective form of self-regulation so essential.