The paper theoretically deals with the topic of media credibility in Croatian journalism, and is based primarily on the principles of ethics provided by the Croatian Journalist’s Association. In addition to these principles, the principles of other authors are listed as a basis for studying the credibility of the media. There is no fully credible media, because respecting every single principle would mean that the media should have little or none advertising in itself, which would mean financial decline for the media. Nevertheless, violating some principles does less damage to the reputation of journalists and the profession of journalism than violating others. The most important thing is that the media perform their duty, that they are honest and open to the public. In addition, it is important to respect human rights and freedoms as well as for the journalist to act as a servant of the public and not to act in the interests of institutions. Situations related to the diminishing credibility of the media in this paper are the truthfulness of the content, media ownership, advertising in the media and public relations in the media.