The aim of this thesis is to explain in more detail the role of business ethics in contemporary media and how socially responsible they are. Modern media have evolved in such a way that they no longer allow the reader to simply watch, read, write or speak, but to actively change the world beyond his touch. The ways in which news is transmitted and the sources from which information comes are also changing, so it is important to highlight the ethical guidelines of each journalist and the standards the media must adhere to when reporting in order not to violate fundamental human rights. The media should be a kind of ambassadors in promoting the economic, cultural and overall humanistic values of every society. Fake news builds a false image and manipulates people who do not know how to recognize fake information, so it is the task of readers to educate themselves and learn the steps to recognize fake news. The survey on the trust of citizens in internet portals from the area of Slavonia and Baranja gives an insight into the real picture of the ethics of journalists of local portals.