Abstract
Based on the conflicts that arise for journalism due to platformization, the article presents an approach with which it should be possible to justify, in terms of media ethics, whether and how public service media (PSM) may create content for commercial platforms. Principlism is proposed as a suitable method for this purpose, in which values function as goals for action and are specified as rules for action in the form of norms. This approach provides a framework both for specific use cases and for strategic digital legitimisation issues. The integration of ethical principles into organisational structures and processes of PSM is presented here as a promising perspective to ensure sustainable legitimacy and to better identify and reduce dependencies upon platforms.
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