ABSTRACTThis study aimed to throw light on the implied and tacit moral philosophical features of rulings from an apparently effective and well-respected press council. Statements from the Norwegian Press Council are analyzed from the perspective of 3 ethical theories. The analysis shows that the institutionalized media ethics as presented by this authoritative body have distinct features of discourse ethics, while perspectives of virtue ethics are surprisingly absent. The Norwegian Press Council is preoccupied with procedural norms for the public discourse and (...) pays less attention to the character of the journalist and the quality of the journalism. Some reflections in accordance with ethics of proximity can be traced in the council’s statements but take second place in relation to other considerations. (shrink)