Participants in the Local Elections Campaign Urged to Respect Standards and Principles of Ethical Political and Public Communication

With the announcement of the local elections scheduled for October 19, 2025, and based on the findings of the research Measuring Harmful Political Narratives (HARM-TIVE), the Institute of Communication Studies calls on all participants in the electoral process to respect the standards and principles of ethical political communication and professional media reporting. The pre-election and election campaign is a time of intensified rhetoric when political parties and independent candidates present their programs and confront differing views.

Drawing from the alarming findings of the monitoring of the Parliamentary elections 2023–2024, whereas the political actors most often resorted to harmful narratives—such as:  Undermining trust in institutions and media, Character attacks (ad hominem) and/or demonization of opponents, Biased selection, Fomenting divisions, and Populism—the Institute reminds party leaders, their candidates, and independent candidates of the responsibility they hold in public and political communication. Their messages and the way they engage with the public and their opponents shape the political culture and public discourse, while also creating models of behavior and values.

This appeal does not, of course, imply restrictions on freedom of expression or censorship. The Institute encourages political actors to engage in healthy, inclusive, and well-argued criticism of destructive processes, supported by facts and evidence. All political stakeholders in the electoral process, as well as appointed and elected officials, are obliged to uphold the principles of transparency, professionalism and impartiality in communication, evidence-based communication, ethical communication, and the principle of refraining from hate speech and discriminatory language.

At the same time, the Institute reminds the media—as well as other actors who may influence the public in the context of election or referendum campaigns (influencers, fact-checkers, etc.)—to adhere to professional ethical journalism standards. The media are obliged to inform about political platforms and ensure pluralism of opinions, providing the audience with sufficient information and context, rather than merely serving as silent transmitters of opposing political views and accusations. By doing so, consciously or unconsciously, they risk becoming catalysts of harmful rhetoric and amplifiers of polarization in society and distrust in institutions.

Skopje, August 18, 2025