Editorial Policy

Our Mission

The Baseline is an independent South African digital news publication committed to producing accurate, fair and accountable journalism. Our purpose is to inform the public through fact-based reporting that serves communities, encourages informed public debate and strengthens democratic participation.

We believe journalism exists to serve the public interest. Our editorial decisions are guided by accuracy, independence, fairness and transparency rather than political, commercial or personal interests.

Editorial Independence

The Baseline maintains complete editorial independence.

Editorial decisions are made by our editorial team without influence from advertisers, sponsors, political parties, government institutions or private organisations. Advertising, sponsored content and partnerships do not determine what we report or how we report it.

Where sponsored or paid content is published, it will be clearly labelled so readers can distinguish it from independent journalism.

Our Standards

Every story published by The Baseline is guided by the following principles:

• Accuracy and verification before publication.
• Fairness by providing relevant parties with a reasonable opportunity to respond.
• Independence from political and commercial influence.
• Accountability for errors and omissions.
• Respect for human dignity, privacy and the public interest.
• Clear distinction between news reporting, analysis and opinion.

Whenever possible, we verify information using multiple credible sources and official documentation before publication.

Corrections and Updates

Journalism is an ongoing process, particularly during developing stories.

If significant new information becomes available after publication, articles may be updated to reflect verified developments. Material updates will be noted where appropriate.

Where factual errors are identified, we will correct them promptly and transparently. We encourage readers to notify us of possible inaccuracies by contacting our editorial team.

Sources

Protecting confidential sources is fundamental to responsible journalism.

The Baseline may grant anonymity to sources where there is a legitimate public interest and where disclosure could expose a source to harm or retaliation. Anonymous information is independently verified wherever possible before publication.

We do not publish rumours or unverified claims as fact.

Elections Coverage

During election periods, The Baseline is committed to fair, balanced and impartial reporting.

Political parties, candidates and independent candidates are afforded equitable opportunities to comment on matters affecting them. Election reporting is guided by accuracy, public interest and responsible journalism, without favour or prejudice.

Opinion and Analysis

Opinion pieces represent the views of their authors and do not necessarily reflect the editorial position of The Baseline.

Opinion content is clearly identified and kept separate from factual news reporting.

Artificial Intelligence

The Baseline may use artificial intelligence tools to assist with research, transcription, language editing, data analysis and other newsroom workflows.

AI does not replace editorial judgement. All published content is reviewed, verified and approved by a human editor before publication.

Images, illustrations or other media generated using artificial intelligence will be clearly identified where their publication may reasonably affect readers’ understanding.

User-Generated Content

Comments, reader submissions and contributions remain the responsibility of their respective authors.

The Baseline reserves the right to moderate or remove content that is defamatory, abusive, discriminatory, misleading, unlawful or inconsistent with our community standards.

Conflicts of Interest

Editors and journalists must avoid conflicts of interest that could compromise their independence or create the perception of bias.

Our staff do not accept gifts, payments or benefits that could influence editorial decisions or coverage.

Where a potential conflict exists, it will be disclosed or the journalist will be recused from the assignment.

Complaints

We value constructive feedback and take complaints seriously.

Readers who believe our journalism falls short of our editorial standards are encouraged to contact us so that concerns can be addressed promptly and fairly.

Adherence to the South African Press Code

The Baseline is guided by the principles contained in the Code of Ethics and Conduct for South African Print and Online Media administered by the Press Council of South Africa. Our journalism is guided by the standards of truthfulness, accuracy, fairness, dignity and accountability set out in the Press Code.

Readers who believe our publication has breached these standards may first raise the matter directly with us.

For more information about the Press Code or the complaints process, visit the Press Council of South Africa.