Editorial Ethical Code

The purpose of issuing the editorial code is to establish rules applicable to the creation of editorial content, i.e., non-commercial information, whose planning, creation, and publication are fully within the competence of the respective editorial team, always according to its product focus.
The editorial code also sets rules for the cooperation of Seznam.cz editors with other media and the behavior of editors and editors on social networks in the preparation of editorial content.
The editorial code is binding for all editorial teams of Seznam.cz and for everyone involved in processing materials for the preparation of editorial content, regardless of their legal relationship with Seznam.cz (hereinafter referred to as “editors”).
The editorial code follows the Ethical Code of Seznam.cz, which regulates the principles of ethical and anti-corruption behavior of all employees and collaborators of Seznam.cz. These principles are therefore not repeated in this editorial code.

Rules of Our Approach to Content

We build on democratic values and principles of a market society. We do not tolerate discrimination, suppression of fundamental rights and freedoms, or the promotion of extreme views in our content. We comply with applicable legal regulations and respect copyright rights.

Working with Information

The interests of our readers and viewers and their right to information are always our top priority when creating content. We recognize the responsibility for the information we pass on to our readers and viewers. For this reason, we always strive to provide truthful, accurate, and unaltered information. We do not serve the interests of information sources, such as the interests of authorities, politicians, institutions, business companies, or entrepreneurs. We make every effort to remain independent when conveying editorial information to readers and viewers. We adhere to generally accepted standards of decent behavior, moral and ethical principles.
In news and informational materials, we distinguish facts from subjective opinions and evaluative judgments, and we do not manipulate information.
In journalistic opinion materials, such as commentaries, author analyses, or glosses, we ensure that they are clearly and understandably distinguished from news in form, with the author of the opinion always stated.
We verify information relevant to news from multiple sources. We rely on a single source in news only exceptionally, usually in cases of materials from supply agencies, authentic political appearances, speeches, publication of statistical information, and other verifiable sources.
For individuals affected by published negative information, we always strive to obtain their statement for the purposes of the published material, if possible and appropriate according to the circumstances of the case. We try to provide this opportunity well in advance of publication. Any statements from affected individuals are always published along with the negative information.
An editor always introduces themselves as a journalist or editor to a person they come into direct contact with and from whom they want information. Deviations from this rule, for example, for investigative journalism or service quality checks, must always be approved in advance by the editor-in-chief or their designated representative.
An editor never pays information sources. Exceptions are decided exclusively by the editor-in-chief or their designated representative. Editors do not accept any gifts or advantages for the publication or non-publication of information.
Already published information that later proves to be factually incorrect or inaccurate is corrected without delay. The editor-in-chief or their designated representative is informed about the publication of the correction. Likewise, these individuals are informed about requests for error correction or apology from individuals affected by the published information.
An editor is obliged to alert the editor-in-chief or their designated representative to material for which they have prior information that its publication may involve the risk of legal or similar disputes. In such a case, they are obliged to archive all the materials they relied on, especially records, recordings, photographs, etc.
Seznam.cz does not provide editorial materials for authorization in advance. If explicitly requested, an editor may disclose general areas of questions they wish to address with the interviewed party.

Principles for Using AI Tools

Seznam.cz has long preferred original texts. An original, authored article will always take precedence over a generated text.
We will not support recommending fully AI-generated texts or machine-translated (Ctrl C + Ctrl V) texts.
Responsibility for the content of the text always lies with a human (author/editorial management).
We do not prohibit the use of AI tools. Artificial intelligence can effectively help with summarizing, shortening, and other text modifications. However, AI tools are not a reliable source of information, so they cannot be used for discovering or verifying factual information, nor as a source without subsequent verification.
In texts, it must always be disclosed what AI was specifically used for.

Image Generation

Just as in articles, we prefer original news photography or author portraits over mere illustrative images, and we prioritize real photography over generated visualization. It may happen that an article with an AI image is rated lower quality by our classifiers and thus has limited display on the Seznam homepage. We use AI photos only in relevant cases where there is no other alternative.
Generating photographs must not infringe the rights of other parties. For example, by using an AI tool to modify an original photograph without a properly obtained license.
Generated images must always be clearly labeled as visualizations by a specific AI application. For example, PHOTO: generated using Stable Diffusion.
A human is always responsible for an image created by AI.

Privacy and Source Protection

We respect the privacy of individuals about whom we report information. In the context of journalistic work, it generally applies that publicly known individuals enjoy less privacy protection than other citizens due to their responsibility for actions towards society and society’s right to truthful information about these individuals, especially if related to their public function.
If it is necessary to invade the privacy of individuals due to public interest or another serious reason, such a procedure must be approved in advance by the editor-in-chief or their designated representative.
We adhere to the presumption of innocence. Naming accused and indicted individuals in criminal cases in the public interest is possible, except for juvenile accused and indicted individuals, whose names we do not disclose. Without explicit consent, we do not include the names of victims or relatives of victims or offenders in materials.
Except when necessary for the context of the published information, editors do not emphasize the religious beliefs, race, sexual orientation, and other such data of the individual they are reporting on.
We cite the sources from which we draw information. Editors may exceptionally conceal the identity of a specific source in justified situations for their protection or another serious reason. In such a case, the editor-in-chief or their designated representative may request the editor to disclose the name of the information source, and the editor is obliged to provide it.
Seznam.cz and its editorial teams do not publish information from intercepted conversations and do not use methods of covertly recording respondents unless the acquisition or publication of such recordings is in the public interest or there is another serious reason for their acquisition or publication. The editor-in-chief or their designated representative decides on all such cases.
The public interest or a serious reason for publishing interceptions or information from them is a situation where, in particular:
- A law enforcement authority has evidence of reasonable suspicion of a crime thanks to interceptions, but does not act on it.
- The publication serves to demonstrate a phenomenon that is clearly dangerous to society.
- Interceptions have leaked into unauthorized hands and have become the subject of political or other influence struggles.
- Interceptions were published in the public interest by a third party, most often an editorial team independent of Seznam Zprávy, and have become the subject of public discussion.
- The investigation has concluded, and interceptions were heard during court proceedings, or when interceptions were otherwise officially published. Similarly, the public interest will be assessed in the case of other information from so-called file material.

Conflict of Interest

If an editor is aware that their work performance could involve any conflict of interest, they inform the editor-in-chief or their designated representative in advance. Special attention is paid to situations of civic or political engagement, as this must never lead to damage to the publisher’s good name. Editors must notify the editor-in-chief or their designated representative in writing of all such cases of civic or political engagement, and the latter will decide whether to grant consent for such activity.
If editors are to receive awards from institutions, authorities, or other entities, they always inform their superior in advance, even in cases where the award is not monetary.
Editors may travel in connection with material preparation with the approval of the editor-in-chief or their designated representative at the expense of the state, governmental and non-governmental institutions, or non-profit groups, and exceptionally at the expense of third parties, if the trip has news value and its program is pre-approved by the editor-in-chief or their designated representative. Entities contributing to the preparation of materials are always informed that this relationship must not and will not affect the independence, truthfulness, and completeness of published information.
Editors who are employees of Seznam.cz never collaborate with direct media competitors. Exceptions are author commentaries in competitor materials that monitor original Seznam.cz information. Editors may create for other media if they are clearly identified as Seznam.cz editors in the materials. All exceptions to this rule, as well as specific cooperation with each external editorial team, must be approved in writing in advance by the editor-in-chief or their designated representative.

Behavior on Social Networks

An editor is aware that their statements or opinions published on a personal profile on social networks may be perceived as the positions of the Seznam.cz editorial team. Therefore, they must adhere to the same rules for publishing on social networks as they do for their work in general. We do not criticize the work of editorial colleagues from competing media through personal profiles.
Editors must not appear under a false identity on social networks or internet discussions, except in situations where a hidden identity is a means of obtaining or verifying otherwise inaccessible information. Such activity is approved in advance by the editor-in-chief or their designated representative.
If an editor wants to use information published on social networks in their work, they try to verify it from another source. If this is not possible, it can be published with the note that it is information from a specific social network.
In general principles of working with social networks and using comments from them, editors adhere to the general rules set for working with networks within Seznam.cz.

Validity and Compliance with the Editorial Code

All editors acknowledge the validity and binding nature of the Seznam.cz editorial code and are obliged to comply with it in all respects.
Violation of the editorial code may be grounds for terminating cooperation with an editor. In the case of an editor/employee, editorial violations are considered a breach of work duties.