Abstract New media refers to the digital content available on the Internet. Interestingly, it includes anonymous websites, online newspapers, blogs, video games, and social media. This anonymity limits the magnitude of transparency and accountability in its reportage. While emerging research illuminates how today more and more people engage with new media, relatively little attention has been given to authenticity and ethical issues in it. In this research paper we are going to find out, does new media adheres to journalistic ethics and is authentic in its reportage in the absence of an editor or a gate-keeper. As new media is a wide medium including social networking sites, websites, news portals and others, we will also try to find out how can authenticity and ethics be brought back in it. The paper will concentrate on the growing eye-balls that new media attracts, the non-existence of an editor resulting in lack of authenticity, how lack of authenticity leads to a breakdown in journalistic ethics and the last part will conclude by finding logical answers to the lack of ethics and authenticity in new media. The above findings may imply to give a new direction how new media can be made to be authentic and ethical in its approach.