Sky News has become one of the latest news organisations to join an international effort to increase transparency and trust in news.
Rolled out last year, The Trust Project is the first transparency standard for news that helps people recognise commitments and expertise behind trustworthy journalism.
Under the programme, the news produced by Sky will carry Trust Indicators, providing clarity on who or what is behind a story so people can easily assess whether it comes from a credible source.
The indicators will be visible to anyone reading an article on a participating website. But they’ll also be embedded in the article and site code – creating a standardised technical language communicating a news sites commitment to transparency.
“The Trust Indicators are gaining traction as the global industry standard for transparency among newsrooms and beyond,” Sally Lehrman, the journalist who founded the project, said.
“The US elections draw into sharp relief a global issue: the need for credible, honest and accurate news is more urgent than ever.
“Now, with The Trust Project’s growth, millions of people can use the Trust Indicators and feel secure they can recognise the trustworthy stories that journalists produce every day.”
Although it is in its early stages, The Trust Project is already beginning to have an impact – with 20 news organisations signing up.
Outlets including the BBC, The Economist, Canada’s Globe and Mail and the Washington Post are already carrying the indicators, and FRONTLINE PBS, El Mundo and Germany’s Zeit Online are adopting it with Sky News.
Tech companies Google, Bing, Facebook, Nuzzel, PEN America and NewsGuard are using them to better display journalism on their platforms too.
Google, for example, hopes a “type of work” indicator can be used to show whether a story is a regular news story, opinion or explainer, while Facebook has used the “best practice” indicator, to make it easier for publishers to add information like fact-checking, ethics or corrections.
Research across two surveys has shown that Trust Indicators have already increased people’s trust in news websites’ trustworthiness and reliability – and have boosted confidence in individual journalists’ reliability too.
“We’re pleased to see hundreds of news sites move forward with the Trust Indicators. Transparency is important to building trust and trust is important to building engagement,” Richard Gingras, vice president of News at Google, said.
Want to learn more about news with integrity? Visit thetrustproject.org.
(c) Sky News 2018: Sky News joins The Trust Project to increase transparency