By Donald R. Winslow
© 2007 News Photographer magazine
DURHAM, NC (July 20, 2007) - The National Press Photographers Association has sent a letter to the National Football League asking the NFL to reconsider their policy for the upcoming season that will require photographers on the sidelines to wear red vests adorned with the logos of two NFL sponsor corporations.
The letter, sent yesterday afternoon to NFL commissioner Roger Goodell at the league's New York City offices, is from NPPA president Tony Overman on behalf of NPPA members and photojournalists. It explains to the NFL that journalists following ethical codes cannot be perceived to be endorsing products or advertising for corporations, and that by wearing vests with corporate logos NPPA believes the NFL will be putting journalists in the position of violating their independence and objectivity in the public's eyes. Overman wrote that NPPA's objections include creating the wrong public perception that the media is "for sale," and the practice would contribute to eroding the public trust in the media as a whole.
"The majority of photographers covering these games do so as one part of their jobs as photojournalists. They have a need and a desire to maintain a certain level of integrity and independence that is not tainted by being perceived as spokespersons for a commercial entity," Overman wrote. "Those photographers do not have a choice about wearing the vests because covering the games is a part of their job. By doing so they should not be forced to become walking advertisements. Whether working on behalf of a news/sports organization or as a freelancer, this new requirement is a violation of the most basic ethical standards in journalism. In the spirit of mutual respect and cooperation I urge you to reconsider this ill-conceived policy."
And behind the scenes, attorneys who represent media corporations and press organizations have been discussing this week how they might join together to put up a united front in opposition to the logos on the vests.
"I would strongly suggest that any news organization whose photographers are required to wear such vests protest the requirement in the strongest of terms," Buffalo, NY, attorney and former photojournalist Mickey H. Osterreicher said. For many years Osterreicher covered the NFL's Buffalo Bills before becoming a lawyer who specializes in First Amendment and press freedom issues. He's also NPPA's general legal counsel.
The NFL's commissioner has not yet responded to NPPA's letter, but an NFL public relations person told NPPA executive director Jim Straight last night that the purpose of the photographers' vests "is not for business reasons, but for security ones." Straight responded that the NPPA's objections are not about the vest but about the corporate logos on the vest, which have "no security function as far as we can tell."
Photojournalists in Louisville, KY, today pointed out that for several years the vests they've been required to wear at Churchill Downs for access to the track and winners' circle on the day of the Kentucky Derby have been labeled not only with a Nikon logo, but also with the word NIKON displayed in large print. The vests are provided by the track, not the camera manufacturer. Photography managers at local and regional newspapers protested the logos on the vests, but Churchill Downs did not respond to their complaints.
"NPPA should strive to address the photographers' vest concerns consistently. However, the reason NPPA is raising this issue with the NFL at this time is that the addition of the sponsors' logos is a change in policy," Overman said today. "Someone at the NFL had to say, 'Let's put advertising on the working media.' It's not about how big or visible the logo is; it's not about opposition to wearing the vests for security reasons. And it's not about any individual sponsors. This is a concern about the mindful decision by the NFL to place advertising on the working media. It's unnecessary and easily remedied: Don't add logos to the media vests."
Earlier this week it was learned that the NFL had passed a new rule for the upcoming season that requires photographers at NFL games to wear red vests with Canon and Reebok logos on them, and the news was not very well received by some editors and photography directors. Canon Inc. is an official NFL sponsor, and Reebok is owned by Adidas AG, and is an NFL league licensee that makes clothing and merchandise with NFL logos on them.
David Shribman, executive editor of The Pittsburgh Post-Gazette, in the NFL Steelers' hometown, responded to the news by saying: "We're not going to become walking billboards. I hope that NPPA will challenge this and they have our support."
Photojournalists and editors started discussing this issue this week after a story Monday in the Wall Street Journal that quoted sportswriter Alex Marvez, who is president of the Pro Football Writers Association and a sports reporter for the South Florida Sun-Sentinel in Ft. Lauderdale. In a story about professional sports leagues imposing more rules on the press that covers them, Marvez told the Wall Street Journal that the idea of using working press members as advertising vehicles was "really alarming."
In response to Marvez's comments, the National Football Conference's director of information sent the journalist some bullet-pointed information that he says outlines "the highlights of the [NFL's] program." Michael Signora of the NFC wrote to Marvez that:
"It totally goes against our Code of Ethics to force photographers to advertise as if they were some sort of NASCAR vehicle," John Long, the chair of NPPA's Ethics & Standards Committee said. "We are independent gatherers of news, storytellers with no agendas. Our integrity comes from objectivity."
