Current transformations in the media landscape are challenging contemporary communication and media ethics in at least 2 ways. First, digitization of the media creates new ethical problems that stimulate calls for a redefinition of the norms and values of public communication. Second, new instruments of web-based media observation introduce new possibilities for media (self-)regulation and accountability, thus complementing the initiatives of traditional institutions like press councils. The article retraces those conflicting developments by reference to 2 comparative studies, representing the diverging traditions of conventional communication ethics and media accountability research. In bridging over the conceptual gap between the 2 forms of research, the article develops new perspectives for ethical reflection in the mediatized worlds of the digital age.