Nowadays, endorsement or paid promotion activities on Instagram are not only done by celebrities but also by people from other profession with many followers such as television journalist. The journalists who play an important role as the fourth pillar of a democratic nation are immersed in digital euphoria by participating in endorsement activities. This certainly leaves ethical problems, based on the Indonesian Journalist Code of Ethics, journalists must be independent and prohibited to misuse their profession to benefit certain parties. Therefore, this research was conducted to study this phenomenon, especially in understanding the attitudes and perceptions of journalists towards their endorsement or paid promotion activities. This research was conducted using a descriptive-qualitative approach with semi-structured in-depth interview. Five informants, journalists form several television stations in Indonesia (SCTV, TV One and Kompas TV), were interviewed. The results showed that the journalist’s motives in doing the endorsement are to help small businesses and to get financial benefits. Four informants believed that the endorsement activities did not violate the Journalist Code of Ethics as long as they only talk about the facts and do not spread mislead information, while, the other one argued it certainly did. Their perceptions were influenced by their membership of professional association and ownership of professional certification. The informant who agreed that the endorsement activities are not in accordance with the code of ethics, has a membership of Indonesian Television Journalists Association (Ikatan Jurnalis Televisi Indonesia) and also has a professional certification as primary journalist, while the other informants do not have.