Be fair to our industry, fish farmers tell broadcaster

The dispute involves the planned screening of a special film titled Árnar Þagna produced and financed by the Icelandic Wildlife Fund  (IWF) and the Norwegian organisation Redd Villaksen  which are both  opposed to open fish farming.

SFS says it is not calling for the broadcast to be shelved but it wants RÚV to ensure that it is clearly stated who is behind the film.

It is also requested that the National Broadcasting Corporation ensure that coverage of aquaculture in its programming meets the requirements for equality and diversity of views, including by ensuring comparable space for coverage of the views of communities, companies, experts and industries related to aquaculture and its activities.

SFS said it is an important role of the media to discuss controversial social issues and promote informed debate about business, environmental issues and the use of natural resources.

The letter states: “However, SFS’s comments relate to how the screening will be presented and framed in light of the Icelandic National Broadcasting Corporation’s statutory obligations to objectivity, equality and quality information dissemination.

“According to official promotional material and media coverage, the film was produced and financed by the Icelandic Wildlife Fund (IWF) and the Norwegian organization Redd Villaksen.

“The script was written by the film’s director together with Jón Kaldal, who has acted as a spokesperson for the IWF and has taken an active part in the public campaign against aquaculture in Iceland.

“It is also known that the film was distributed in a planned manner in the run-up to the 2024 parliamentary elections, along with panel discussions around the country, with the aim of influencing public policy and political debate on aquaculture.

“The material is produced by parties with declared interests and a clear position on the social issue that the coverage focuses on.”

SFS said it was calling for a number of conditions which include that in the introduction of the film and at the start of the screening it is clearly stated who is responsible for its production and financing.

It also wants the Icelandic National Broadcasting Corporation to ensure that coverage of aquaculture in its programming meets the requirements for equality and diversity of viewpoints.

And it says special attention be paid to ensuring that viewers can clearly distinguish between edited news content on the one hand and content produced by stakeholders in connection with political and social advocacy on the other.

A reply from the broadcaster RUV is awaited.