The purpose of this study was to find out how the responsible editors on a selection of Swedish newspapers react to a reproach from the Press Ombudsman. The method for this research was eight qualitative interviews with responsible editors on some of Sweden’s biggest newspapers, and also a few local newspapers. We based our results on the interviews and three theories – media accountability, communicative action and consequence neutrality. We used these theories because we think that, put together they produce the most apt view of how media ethics is being handled in the printed press. We found out that in most cases a reproach doesn’t mean that much to a newspaper. But all the responsible editors think it’s important for the people and most of all for the person who filed a complaint against the newspaper. It’s also important for the credibility of the self–regulation system on which the Swedish printed press is built.