The mainstream media yesterday signed up to a "cogent, thoughtful" code of practice it said would help improve accountability and uphold the principles of press freedom.

The 25-point code — published in full in today's edition of The Royal Gazette and online at www.theroyalgazette.bm — has been adopted by this newspaper, the Bermuda Sun, DeFontes Broadcasting Company, Inter-Island Communications and Bermuda Broadcasting Company.

The Royal Gazette has followed its own code of practice for more than two years, which has now been replaced by the joint code.

Managers of the five organisations sent a copy of the code to Premier Ewart Brown yesterday, as well as a draft plan for a self-regulating media council to be up and running by mid-September. They told Dr. Brown the code was based on one used by the British Press Complaints Commission and could be reviewed annually to keep pace with changing circumstances and technology.

"Having worked through the code meticulously, we're in agreement that the final version is a cogent, thoughtful document that will prove useful both in terms of accountability and as an essential guide to journalists," wrote the five signatories. "But most important, it upholds the principles of press freedom."

The pledge to draft a code and set up a voluntary council was prompted by the tabling of a controversial media council bill in the House of Assembly by Dr. Brown on May 7.

The proposed legislation, if approved, would have meant the creation of a statutory watchdog with the power to ban publication or broadcast of material. It was denounced by global press freedom groups and local lawyers and journalists.

The media admitted to the Premier last month it had "dropped the ball" on the formation of a media council after being told Government wanted one in the 2008 Throne Speech.

Dr. Brown told the House of Assembly on May 28 that Government would review the proposal for a self-regulatory body and withdraw the bill if satisfied with the media plan.

The Premier's press secretary said yesterday he was in Washington DC for meetings but would comment on the code on his return.

Those behind the new set of ethical standards are PLP Senator Thaao Dill, from Inter-Island; Chris Lodge, from DeFontes; Tracey Neale, from Bermuda Broadcasting; Tony McWilliam, from the Bermuda Sun; and Bill Zuill, from The Royal Gazette.

They said in a joint press release: "The main role of the council will be to serve members of the public who have complaints about the media, while protecting freedom of expression.

"Our plan is very much a work in progress and we — that is, the media working group — will meet regularly to flesh it out and ensure that the council is up and running by our self-imposed deadline of September 14, 2010."

Their letter to Dr. Brown said online news providers had been asked for feedback and their views were taken into account, though none are understood to have yet signed up to the code.

Bermuda Democratic Alliance chairman Michael Fahy said the Island now had several online-only news sites and it would be preferable for them to adopt the code, along with print media, radio and television.

He said he was pleased the media had finally drafted an agreed code. "It's a shame it's taken them to have a government bill on the table to make them put something together," he added.

Patricia Burchall, owner/operator of Bernews.com, said yesterday she was not approached personally but would have no problem signing up to the code.

International human rights lawyer Toby Mendel, from the Centre for Law and Democracy in Canada, said the media had set itself a "reasonable" deadline to form the council.

"They should try to follow the example of better practice jurisdictions, including the UK, where a majority of members of the complaints body, including the chair, are not from the media," he said.

"This helps both ensure credibility and that the body remains connected to everyday values."