Recently the Samoa Observer breached journalism ethics by publishing a photo of a dead person on the front page of their paper without consent or consultation with the family. This has caused undue stress to the deceased family and friends and has impacted the community as a whole, with the lack of regard and respect for Jeanine Tuivaiki in her passing. “Publishing an uncensored photo of the dead woman breaches common decency, not just ethics,” says Pacific Freedom Forum Chair Titi Gabi. “That photo will have been seen on the front page by many children, and caused deep distress to her already traumatised friends and family.” We are calling for a fuller explanation of what lead to the appalling decision to publish this image, and a re assurance around any future publications of deceased persons in this way without consent from the family.   PIMA (Pacific Islands Media Association) has has a strong relationship with Savea Sano Malifa the owner of the Samoa Observer in the past, and hopes that there will be a considered response to this issue. Our Pacific media community needs to uphold its own standards across the region, and monitor instances of a breach in journalism ethics like this one.