Faruk Bildirici criticizes journalist Bahar Feyzan over 'advertisement': 'There is no such thing as an influencer who looks like a journalist'

12punto.com.tr

Journalist Bahar Feyzan, who has worked for many years at institutions such as Habertürk, Star TV, Kanal 24, and TRT, has been producing content on YouTube for some time.

Media ombudsman and 12punto columnist Faruk Bildirici, in an article he penned, harshly criticized Bahar Feyzan for advertising skincare products through her social media account.

Here is that article by Faruk Bildirici:

"Bahar Feyzan is a journalist. She defines herself as a 'Digital Publisher' on her 'X' account but has selected the 'Journalist' category; she provides 'Writer/Journalist' information on her Instagram account; and she is presented as a 'Journalist' on television programs. She even describes how much she loves journalism in some of her posts:

'Journalism involves many processes such as observation, information, sniffing out the air, following up, and keeping perceptions open. However, those who love their job as much as I do can continue to report in their dreams. :) In the broadcast I did on April 23, I mentioned that I saw in my dream that Müsavat Dervişoğlu would win. Even by making fun of myself...'"

Since she accepts herself as a journalist, she is expected to comply with journalistic principles and professional rules. But she provides an e-mail address for 'collaborations' on her 'X' account.

Indeed, last week she promoted a brand's skincare products on her Instagram account. She took the products sent to her as a gift in a box, one by one, showed them to the camera, promoted them, and said she would try them. Under her post, just like social media celebrities (influencers), it said 'Collaboration'.

When I saw this promotion, I wanted to write to her and remind her of journalistic principles. I asked, 'Doesn't sharing commercial products in this way result in promoting that product? Don't you think this is an objectionable behavior as a journalist?' Bahar Feyzan gave the following response:

'It is the brand and business of C. C. Ö., who is my friend and colleague. Therefore, it is friendly, not commercial. Also, I don't think I consulted you about my performance review. Furthermore, mastering YouTube and social media channels is a separate job. I am both the boss and my own employee. Just as TV channels receive advertisements, I will take them if I want to, and I will declare it. I don't think it concerns you.'

A JOURNALIST IS OPEN TO CRITICISM

I cannot say that I am not surprised by this tone from Bahar Feyzan, but I leave this attitude to the judgment of readers and my colleagues.

I also do not agree with the view that the promotion of skincare products is 'friendly, not commercial.' Because even if it is a friend, those skincare products sent to her as a gift belong to a commercial brand sold on the market. Even if Bahar Feyzan did not receive money, she is advertising a commercial brand with that post. Moreover, she defends her actions by saying, 'I am the boss, I will take advertisements.'

A journalist doing advertising is also contrary to journalistic principles. A journalist does not, and should not, promote or advertise a commercial product in exchange for money or other benefits. A journalist should not allow the reliability and credibility that comes from their profession to be used for the purchase of a commercial product. Otherwise, they harm both their own credibility and that of their profession.

Let's come to the issue of 'performance review' and 'consulting' me. Of course, she does not have to consult me. I am not her 'supervisor'; I have no such intention.

However, a journalist is open to criticism; they bear responsibility towards their readers, viewers, and above all, their colleagues. No journalist can be exempt from professional responsibilities. Therefore, all of Bahar Feyzan's professional activities concern me and all journalists as a journalist.

Furthermore, I am a journalist who tries to institutionalize 'Media Ombudsmanship,' monitors, observes, and criticizes ethical violations in our media. Therefore, it falls within my field.

THE MEDIUM CANNOT DETERMINE THE CONTENT

But as far as I understand, Bahar Feyzan is of the opinion that she does not need the views and evaluations of anyone, not just me, regarding her professional activities. She positions herself in a different category with the words, 'Furthermore, mastering YouTube and social media channels is a separate job. I am both the boss and my own employee.'

This is a new-fashioned attitude adopted by those who say, 'I am a journalist, but our medium is different, journalistic principles do not bind me.' As far as I understand, they want to be a 'YouTuber who looks like a journalist' or an 'Influencer who looks like a journalist.' Instead of using the advantages of working without a boss for good journalism, they fall into the misconception that this situation gives them the right to enter into commercial relationships.

However, the medium cannot determine the content. There is no difference between practicing journalism in printed newspapers and on television, or in social media and digital media, in terms of compliance with professional principles and rules. No matter which medium it is, every journalist must comply with the principles and rules of this profession.

THE DIFFERENCE BETWEEN RECEIVING ADVERTISEMENTS AND DOING ADVERTISING

Bahar Feyzan, like her counterparts, either ignores the difference between 'receiving advertisements' and 'doing advertising.' Undoubtedly, just as newspapers, television stations, and news websites publish advertisements, journalists operating independently in new media such as social media or digital media can also receive advertisements.

Many journalists already receive advertisements for the news sites they have founded. They also receive a share of the advertisements published in videos on YouTube. As long as there is a red line between journalism and advertisements, it is impossible to object to receiving advertisements...

But the journalist themselves should not do advertising. A journalist should not be an actor, speak, or write for the promotion and advertisement of a product or brand. Let me concretize what I mean with a quote from the Declaration of Rights and Responsibilities of Journalists in Turkey:

'Journalists should not write advertisements, advertorials, or sponsored texts, should not appear in advertisements with their face or voice, and should not do advertising, promotion, or product placement on social media.'

Unfortunately, what Bahar Feyzan did and defends as correct is a violation of this principle. A journalist advertising a commercial product with their voice, face, or writing is contrary to professional principles.