This document is designed as a clear operational policy. It should be reviewed periodically against changes in Kenyan law and the company’s actual practices.
Credible. Timely. Impactful.
Trust is TPM’s most valuable asset. These standards apply to journalists, editors, producers, presenters, contributors and anyone involved in gathering, producing or distributing TPM journalism. They reflect the principles of accuracy, fairness, independence, accountability, dignity and public interest.
1. Accuracy and verification
We verify facts before publication, distinguish confirmed information from allegation or analysis, use primary evidence where available, attribute material accurately and seek corroboration proportionate to the risk. Speed does not excuse avoidable inaccuracy. Headlines, thumbnails, captions, social posts and push alerts must fairly represent the underlying report.
2. Fairness, balance and right of reply
People and organisations facing significant criticism should normally receive a meaningful opportunity to respond before publication, with a fair deadline that reflects urgency. Balance does not require treating demonstrably false claims as equivalent to evidence. We disclose material context and do not selectively edit quotations to change meaning.
3. Independence and conflicts
Editorial decisions are made independently of government, political, owner, advertiser and personal pressure. Staff must disclose financial, family, political or other interests that could reasonably create a conflict. Gifts, trips and hospitality that may impair independence are refused or transparently managed. Payment for access to news is exceptional and requires senior approval.
4. Sources and confidential material
We identify sources whenever safe and appropriate. Anonymous sourcing requires a genuine reason, knowledge of the facts, assessment of motive and editorial approval. We protect confidential-source identities and limit internal knowledge, while being honest that legal or technical circumstances may create risk.
5. Privacy, dignity and vulnerable people
We balance public interest against intrusion, grief, trauma, medical privacy and risk of harm. Children and survivors of sexual violence receive heightened protection. Graphic material, suicide coverage and content involving violence are handled with restraint, warnings and avoidance of unnecessary identifying details.
6. Elections, opinion and polls
Election coverage must clearly distinguish reporting, analysis, comment, sponsored material and misinformation checks. Poll methodology, sponsor, field dates and limitations should be disclosed. Opinion writers have latitude but may not fabricate facts or incite unlawful harm.
7. User-generated and social content
Virality is not verification. We investigate provenance, date, location, editing and consent before relying on public posts. We credit creators and consider whether amplification causes disproportionate harm. Synthetic or materially altered media is labelled when used for illustration and never presented as authentic evidence.
8. Responsible use of AI
AI may assist transcription, translation, research organisation, tagging and production, with human review. It must not be treated as a factual source. TPM journalists remain accountable for every published claim. Confidential sources, unpublished investigations and sensitive personal data must not be placed in unapproved systems. Material synthetic imagery or audio is clearly labelled; AI-generated impersonation is prohibited.
9. Commercial content
Advertising and sponsored content are clearly identified and visually distinguishable. Commercial partners do not receive prior approval or suppression rights over independent editorial reporting. See our Advertising Policy.
10. Corrections and accountability
We correct material errors promptly and transparently, explain significant changes, preserve necessary records and provide appropriate right of reply. Complaints are judged on substance, not prominence or influence. See Corrections & Complaints.
11. Public interest
Public interest can include exposing crime, corruption, significant incompetence, danger to health or safety, misleading public claims or matters necessary for democratic participation. Curiosity, embarrassment or popularity alone is not public interest. Intrusive methods require necessity, proportionality and senior editorial approval.
12. Oversight
Editors are responsible for implementation, training and documented escalation of high-risk work. We review these standards against the Media Council of Kenya’s Code of Conduct for Media Practice and applicable law.