The Independent Journalists’ Association of Serbia (IJAS) strongly condemns the sensationalist reporting by certain media outlets about the tragic accident in Budva, in which a Serbian citizen lost her life. By publishing disturbing photos and videos of the incident, as well as personal information about the victim, these outlets have grossly violated the dignity of the deceased and the privacy of her family.
We remind the media that the Journalists’ Code of Ethics of Serbia explicitly prohibits the publication of names, photos, and other data that can directly or indirectly reveal the identity of victims of accidents, especially when such reporting does not serve the public interest. The goal of reporting should not be to generate clicks and likes, but to provide accurate and respectful information that upholds professional ethical standards.
It is particularly troubling that some media outlets, by sharing images of the tragic moment and photos of the victim, have further distressed the victim’s family and friends. Such practices are unprofessional, unethical, and profoundly inhumane.
We also emphasize that the Law on Public Information and Media clearly states that information from private life — including photographs and video recordings — may not be published without the consent of the person to whom the private information relates. If the person is deceased, consent must be given by a family member or other legally recognized heirs.
In this particular case, media outlets that published footage and photos of the deceased girl did so without her family’s consent and in direct opposition to their explicit wish that this tragedy not be reported in the media. This conduct violates both legal and ethical standards and has caused additional pain to those closest to the victim.
We call on all media that have published such content to remove it immediately and to refrain from further exploitation of this family tragedy. We also urge the media to respect the will of the victim’s family, who do not wish for this event to be publicly discussed any further.
Journalists have a duty to act with the highest possible level of compassion, discretion, and professional ethics when reporting in times of crisis and tragedy.
Independent Journalists’ Association of Serbia
Belgrade, May 29, 2025
