We all think we can tell the difference
      between opinion, advertising and accurate news.
      But how do we really know?

      The Trust Project, a consortium of top news companies led by award-winning journalist Sally Lehrman, is developing transparency standards that help you easily assess the quality and credibility of journalism.

      Our original launch partners include the dpa news agency, The Economist, The Globe and Mail, Hearst Television, the Independent Journal Review, Haymarket Media, Institute for Nonprofit News, Italy’s La Repubblica and La Stampa, Reach Plc and The Washington Post.

      Search engines and social media companies are external partners.

      Our Trust Indicators are based on interviews with real people who told us what they value in news and when they trust it.

      Over two years, Trust Project researchers interviewed people in the U.S. and Europe to find out what’s important to them when it comes to news.

      It turns out they don’t just want to weed out imposters.They want to know who wrote or produced a story, what expertise they have, and whether the publisher has an agenda. Transparency matters.

      Lehrman took the research and invited top news leaders around the world to build a digital standard that meets people’s needs: the Trust Indicators.

      The Trust Indicators are standardized disclosures about a news organization’s ethics
      and other standards for fairness and accuracy, a journalist’s background, and the work behind a news story.
      Leaders from 100 news organizations collaborated to create them.

      They are the first to give search engines and social media platforms the consistent technical standards
      they need to surface quality news.

      Our external tech partners are using the Trust Indicators to surface and display
      quality journalism. They include Google, Facebook and Bing.

      These sites are the first to display
      We aim to restore the trusted

      Truthful, verified news and information
      in a context that gives
      them meaning.

      Stories, information and ideas
      that reflect diverse types of communities
      and their interests and views.

      Forums for civil exchanges and
      greater understanding of various viewpoints,
      with fairness in mind.

      And a platform to uphold the
      public’s interest, which includes holding
      the powerful accountable and shining
      a light in unexpected places.

      The Trust Project’s initial funder was Craig Newmark, founder of craigslist, as part of the Trustworthy Journalism Initiative of Craig Newmark Philanthropies. Google was an early financial supporter as well. The project is also funded by the Democracy Fund, the John S. and James L. Knight Foundation and Facebook.