At Baltic Football News, we believe that sports journalism carries profound responsibilities. Football is not only a game—it is culture, identity, community, and, often, a mirror of society itself. Fans place their trust in us to report accurately, fairly, and independently. We earn that trust each day through rigorous standards of ethics and integrity, guiding every story we tell and every decision we make.
Our mission is to seek the truth and help readers understand the world of Baltic football and beyond. We pursue that mission, in the words of New York Times’ Adolph S. Ochs, “without fear or favor.” While much of what we cover revolves around the action on the pitch, our responsibilities extend far beyond scores and results. We report on decisions made in board and dressing rooms, on financial (mis)dealings, on the politics within clubs and federations, and on the social issues that intersect with sport. In all of this, our loyalty is first and foremost to our readers and the public interest.
Truth, Accuracy, and Fairness
Our journalism’s first obligation is to the truth. We understand that truth in journalism is not always absolute—it emerges through diligent reporting, rigorous verification, and open-minded pursuit of evidence. We check facts meticulously, consult multiple sources, and clarify complex issues so fans can make sense of the game and the world around it. When we make mistakes, we correct them promptly and transparently.
Accuracy is the foundation of our credibility. Whether we’re publishing transfer news, match reports, or investigative stories, we demand precision. We never knowingly publish false information, and we do not distort facts to fit a narrative.
We strive for fairness and balance, ensuring that all sides have a chance to be heard, especially when our reporting criticises individuals or institutions. Even if sources decline to comment, we seek to include their perspectives where readers would benefit from understanding them.
Independence and Integrity
We maintain independence from those we cover. We do not allow relationships, affiliations, or personal interests to influence our reporting. This independence safeguards our credibility and protects us from conflicts of interest—or even the appearance of such conflicts.
Our loyalty is to our readers, not to advertisers, sponsors, clubs, or other commercial interests. No coverage is for sale. We do not accept gifts, hospitality, or other benefits that could compromise our impartiality. We do not pay for information, and we do not exchange positive coverage for favors.
Our journalists must avoid any financial, personal, or professional ties that could influence—or appear to influence—their work. They must disclose any potential conflicts to their editors, who will decide whether recusal from specific coverage is necessary.
Transparency and Accountability
Trust requires openness. We believe readers deserve to understand how and why we produce our journalism. We disclose when we use significant newsgathering tools such as artificial intelligence (see our AI Use Policy), and we explain the methods behind our reporting when it is relevant for readers to judge the reliability of our work.
When we attribute information from other news organizations, we do so generously and transparently. Credit enhances our integrity and helps readers navigate the broader information landscape. We do not plagiarize.
Respect and Responsibility
We treat sources and subjects with respect. We do not deceive people to obtain information, nor do we intrude unnecessarily into personal lives. When anonymity is necessary—for safety, privacy, or other legitimate reasons—we explain the decision to readers as clearly as possible.
We avoid sensationalism and strive to keep the news comprehensive and proportional. Football deserves coverage that reflects its true significance without exaggeration or distortion. Our stories aim to be engaging and accessible, but never at the cost of accuracy or integrity.
Conscience and Courage
Ethical journalism depends not only on written policies but on personal integrity and moral courage. Every journalist at Baltic Football News has a duty to speak up if they see standards being compromised. We welcome open dialogue about ethical challenges, understanding that real-life situations often involve difficult judgment calls.
Our Core Principles
The ethical foundation of Baltic Football News is rooted in the principles that have defined journalism for generations. We adopt the following Principles of Journalism by the American Press Association as our guiding commitments:
- Journalism’s first obligation is to the truth.
- Its first loyalty is to citizens.
- Its essence is a discipline of verification.
- Its practitioners must maintain independence from those they cover.
- It must serve as an independent monitor of power.
- It must provide a forum for public criticism and compromise.
- It must strive to make the significant interesting and relevant.
- It must keep the news comprehensive and proportional.
- Its practitioners must be allowed to exercise their personal conscience.
These principles are not theoretical ideals; they are practical obligations. They guide how we report, how we edit, and how we earn and sustain the trust of readers who love Baltic football as passionately as we do.
At Baltic Football News, ethics and integrity are not optional—they are the heartbeat of our newsroom. They ensure that the stories we publish are worthy of the beautiful game, and of the public we serve.