What factors, or how do you determine entirely, whether it is appropriate to message others during virtual meetings? And how do you address those (specifically subordinates) who you feel violate this code?

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Owner, Self-employed
Bottom line:
You can't enforce what isn't written. Also, better (more concise) structure for meetings makes more focused participants.

I think organizations do a poor job of establishing etiquette for virtual meetings. Especially meetings between organizations.
Generally, I've consistently seen:
- Half will have their camera on.
- Someone will forget to mute and the rest of the participants will be uncomfortable simply muting them.
- People with impending deadlines will be responding to emails.
- Participants will send messages in the meeting chat while someone else is speaking.

If the organization doesn't train employees on virtual meeting etiquette (by at minimum writing an article about it), then all of these behaviors should be expected.
Maybe etiquette issues like sending messages during a virtual meeting are just symptomatic of the fact that meetings are generally too long and often get side tracked.
Executive Advisory in Manufacturing, 11 - 50 employees
This question reminds me of seeing my daughter on here computer working on homework, while also having several chat windows open. Our younger generation was raised in a multi-tasking world and I am not sure of the wisdom of attempting to stop it. Also, how will you detect this during a virtual meeting? If you cannot detect it don’t waste your time worrying about it.

If you find someone is not paying attention the distraction could be for a variety of reasons. I would talk with them after the meeting as to the importance of remaining engaged during such meetings. 
VP of Supply Chain in Transportation, 1,001 - 5,000 employees
Given the new normal, we are all prone or conditioned to multi-task. To your question, I think it depends on what the messaging is. If it is work-related or specific to the meeting content than I see no issue. If it is horseplay that may be an entirely different conversation. But as someone else noted in their response, if there is no policy documented than there is no violation. Set expectations ahead of time and address 1:1 if violated.

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