Purpose This paper reviews the origins of the Ethics Council of the Federation of Social Communication Media of Chile and looks into the historical circumstances surrounding its creation, the concept of self-regulation as understood by its founders, and the criteria that initially ruled its operation. Design/methodology/approach A qualitative survey of nine contemporary witnesses and the confrontation with the scientific literature. Findings The results reveal a significant coincidence with the academic literature both in the description of the concept of self-regulation and (...) in the origin of the ethics councils and of the system under which they operate. However, a series of nuances not usually considered in the concept of self-regulation are described. Originality/value This study will help assess the national and international possibilities of self-regulation and the significance of the Chilean ethics council. (shrink)