The focus of this paper is on moral dimension of professional deontology in journalism. The author offers relatively strong division between deontology and ethics and relies upon category the due as a core concept. Deontology is a field of mission and principles of profession, while ethics includes norms and regulative rules. In reality both fields coexist in subordination and interdependence. Journalism needs to principles because it belongs to the group of so-called high professions which are characterized by developed corporate morality. In this connection, the subjective position of the media worker is a highly influential factor in conditions of professional choice relating to general principles and concrete situations.