Our Principles
The ethical foundation that guides our work and defines our standards for media accountability.
Why Principles Matter
A movement for media fairness must itself be fair. Our principles are not just statements—they are commitments that shape every piece of analysis we produce, every public statement we make, and every decision we take. We hold ourselves to these standards because we believe they represent what the public deserves from those who claim to serve their interests.
Core Principles
The five pillars of our ethical framework
Transparency
Media should be open about methods and motives.
We believe that news organisations should be transparent about their editorial processes, funding sources, and any potential conflicts of interest. The public has a right to understand how the news they consume is produced.
Accuracy
Facts must be presented clearly and without distortion.
Accuracy is the foundation of trust. We expect media outlets to verify information before publication, correct errors promptly, and present facts in their proper context without misleading framing.
Accountability
Power must be answerable to the public.
Media organisations wield significant influence. They must be accountable to the communities they serve, responding to legitimate criticism and engaging constructively with those who hold them to account.
Respect for the Public
People deserve truth, not manipulation.
The public are not passive consumers to be manipulated but active citizens deserving of honest information. Media should inform and educate, not deceive or inflame.
Non-Partisanship
Fairness applies to all sides equally.
We apply the same standards to all media outlets regardless of their political orientation. Bias is bias, whether it comes from the left, right, or centre. Our concern is truth, not ideology.
How These Principles Guide Us
Principles without practice are empty words. Here is how we apply these values in our daily work:
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We evaluate all media outlets using the same criteria
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We document our methodology so others can verify our findings
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We welcome criticism and correct our own errors publicly
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We never accept funding that could compromise our independence
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We distinguish between facts and opinions in all our work
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We seek to understand before we seek to criticise
Our Commitment
We understand that trust is earned, not claimed. By adhering strictly to these principles, we aim to demonstrate that it is possible to advocate for better media while maintaining the highest standards ourselves.
If we ever fall short of these principles, we expect to be held accountable—and we will respond with honesty and humility.
Share These Values?
If these principles resonate with you, consider joining our movement
for fair media.