Code of Ethics

All iambassador bloggers adhere to the STS Code of Ethics.

Code of Ethics

All iambassador bloggers adhere to the STS Code of Ethics.

This document outlines the ethical code and standards of practice for professional travel bloggers, including:

  • accurately representing online influence and other statistics
  • establishing clear objectives with partners and clients
  • writing only about personal experiences in destinations they have actually visited
  • protecting the editorial integrity of their content
  • publishing or delivering all negotiated content in a professional and timely manner

STS Code of Ethics for travel bloggers

As a professional travel blogger…


  • I expect to be paid for my work not my opinion.
  • I undertake to publish/deliver all content that I have agreed in a professional and timely manner.
  • I will not falsely represent my online influence/statistics, or inflate my statistics by buying false readers, followers, fans etc.
  • I will not falsely claim an expertise or skill that I do not have.
  • My first loyalty is to my readers for whom my credibility and individuality is crucial.
  • My standards apply not only to my own blog but also to my ‘brand’, across all social media platforms.


My Content

  • I only write about experiences and discoveries on trips that I have actually made.
  • I only write about my experiences subjectively and all opinions expressed are my own.
  • I always clearly label any advertising, advertorials, sponsorships, competitions, product tests or 3rd party reviews, published by me and declare any commercial relationships or associations.
  • I respect the copyright and moral rights of others.


As a Publisher

  • I expect to work with companies, tourism organisations, public relations & advertisers/marketers, and I expect my readers to both understand and accept the commercial nature of that relationship.
  • I will protect the editorial integrity of my content.
  • I will always seek to agree clear objectives with commercial partners and make clear any limits of cooperation (Eg. subjects I will not write about or promote).
  • My goal is to ensure that my influence and services are adequately rewarded.


On Trips, Travel, and Support

  • I view press trips/blogtrips/fam trips, group or solo trips, as an important and effective way to gather content and research destinations. They are not ‘perks’ but a necessary part of the job.
  • I will not let my editorial independence be compromised because a trip is hosted. However…
    1. I will seek to clarify in advance the expectations on both sides.
    2. If discrepancies, complications or negative experiences occur in the course of a trip, I undertake to consult first with the host to clarify and, if possible, resolve the situation. In exceptional circumstances, if the situation cannot be resolved, I reserve the right not to write about the venue/trip/experience and inform the host of the reasons why.

Acknowledgement: The STS Code of Ethics draws on the previous work of iambassador partner, Reiseblogger Kollektiv, in their Kodex, with elements adapted to reflect the discussions at the Think Tank.

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