Today, JTI has over 2,450 registered media in more than 130 countries, and the number is steadily growing. The focus is not on the journalistic content or opinions of the media professionals but on the processes of news production. At the heart are editorial independence, transparency, responsibilities, correction mechanisms, and quality assurance. Recertification is carried out by independent auditors and must be renewed every two years. The certificate and the transparency report are publicly accessible.
Swissinfo provides information in international language and cultural spaces and has fulfilled its mission since the interwar period to make fact-based, independent, and interpretative reporting about Switzerland and Swiss topics accessible. In the international information space, the JTI certificate supports the transparent designation of Swissinfo as a credible journalistic source.
Trust signals in the digital information space
Recertification occurs at a time when search engines, social networks, and AI applications play an increasingly important role in information dissemination. This increases the importance of traceable and machine-readable trust signals that help to distinguish reliable journalistic sources from disinformation or non-editorial content.
Swissinfo has found that traditional quality labels on websites alone are increasingly losing their effect. Nowadays, content is often distributed via search engines, social networks, or AI applications, becoming detached from its original publication context. Swissinfo is therefore examining how the visibility and technical integration of trust and origin signals can be further improved. The aim is for quality information to accompany journalistic content as much as possible, even when it is referenced, summarised, or redistributed by search engines, social platforms, or AI systems.
JTI certification does not guarantee the quality of individual contributions or particular reach advantages. However, it makes transparent the journalistic standards a medium operates under and the quality and control mechanisms to which editorial processes are subject.
Press contact:
Reto Gysi von Wartburg
Head of News / Duty Editors & English Department, SWI swissinfo.ch
reto.gysi@swissinfo.ch, +41 58 136 27 99
Selina Haefelin
Specialist Corporate Communications, SWI swissinfo.ch
selina.haefelin@swissinfo.ch, +41 58 136 27 58