by Whitney Webb, MintPress News:

Given the Trust Project’s rich-get-richer impact on the online news landscape, it is not surprising to find that it is funded by a confluence of tech oligarchs and powerful forces with a clear stake in controlling the flow of news.

After the failure of Newsguard — the news rating system backed by a cadre of prominent neoconservative personalities — to gain traction among American tech and social media companies, another organization has quietly stepped in to direct the news algorithms of tech giants such as Google, Facebook, and Microsoft.

Though different from Newsguard, this group, known as “The Trust Project,” has a similar goal of restoring “trust” in corporate, mainstream media outlets, relative to independent alternatives, by applying “trust indicators” to social-media news algorithms in a decidedly untransparent way. The funding of “The Trust Project” — coming largely from big tech companies like Google; government-connected tech oligarchs like Pierre Omidyar; and the Knight Foundation, a key Newsguard investor — suggests that an ulterior motive in its tireless promotion of “traditional” mainstream media outlets is to limit the success of dissenting alternatives.

Of particular importance is the fact that the Trust Project’s “trust indicators” are already being used to control what news is promoted and suppressed by top search engines like Google and Bing and massive social-media networks like Facebook. Though the descriptions of these “trust indicators” — eight of which are currently in use — are publicly available, the way they are being used by major tech and social media companies is not.

The Trust Project’s goal is to increase public trust in the very same traditional media outlets that Newsguard favored and to use HTML-embedded codes in favored news articles to promote their content at the expense of independent alternatives. Even if its effort to promote “trust” in establishment media fail, its embedded-code hidden within participating news sites allow those establishment outlets to skirt the same algorithms currently targeting their independent competition, making such issues of “trust” largely irrelevant as it moves to homogenize the online media landscape in favor of mainstream media.

The Trust Project’s director, Sally Lehrman, made it clear that, in her view, the lack of public trust in mainstream media and its declining readership is the result of unwanted “competition by principle-free enterprises [that] further undermines its [journalism’s] very role and purpose as an engine for democracy.”

Getting to know the Trust Project

The Trust Project describes itself as “a consortium of top news companies” involved in developing “transparency standards that help you easily assess the quality and credibility of journalism.” It has done this by creating what it calls “Trust Indicators,” which the project’s website describes as “a digital standard that meets people’s needs.” However, far from meeting “people’s needs,” the Trust Indicators seem aimed at manipulating search engine and social-media news algorithms to the benefit of the project’s media partners, rather than to the benefit of the general public.

The origins of the Trust Project date back to a 2012 “roundtable” hosted by the Markkula Center for Applied Ethics at Santa Clara University, a center funded by former Apple CEO Mike Markkula. That roundtable became known as the Roundtable on Digital Journalism Ethics and was created by journalist Sally Lehrman, then working at the Markkula Center, in connection with the New Media Executive Roundtable and Online Credibility Watch of the Society of Professional Journalists. Lehrman has explicitly stated that the Trust Project is open only to “news organizations that adhere to traditional standards.”

The specific idea that spurred the creation of the Trust Project itself was born at a 2014 meeting of that roundtable, when Lehrman “asked a specialist in machine learning at Twitter, and Richard Gingras, head of Google News, if algorithms could be used to support ethics instead of hurting them, and they said yes. Gingras agreed to collaborate.” In other words, the idea behind the Trust Project, from the start, was aimed at gaming search-engine and social-media algorithms in collusion with major tech companies like Google and Twitter.

Sally Lehrman discusses the Trust Project at 2018 WordCamp For Publishers

As the Trust Project itself notes, the means of altering algorithms were developed in tandemwith tech-giant executives like Gingras and “top editors in the industry from 80 news outlets and institutions,” all of which are corporate, mainstream media outlets. Notably, the Trust Project’s media partners, involved in creating these new “standards” for news algorithms, include major publications owned by wealthy oligarchs: the Washington Post, owned by the world’s richest man, Jeff Bezos; the Economist, directed by the wealthy Rothschild family; and the Globe and Mail, owned by Canada’s richest family, the Thomsons, who also own Thomson Reuters. Other Trust Project partners include The New York Times, Mic, Hearst Television, the BBC and the USA Today network.

Other major outlets are represented on the News Leadership Council of the Markkula Center, including the Financial Times, Gizmodo Media, and The Wall Street Journal. That council — which also includes Gingras and Andrew Anker, Facebook’s Director of Product Management — “guides the Trust Project on our Trust Indicators.”

These “Trust Indicators” are the core of the Trust Project’s activities and reveal one of the key mechanisms through which Google, Twitter and Facebook have been altering their algorithms to favor outlets with good “Trust Indicator” scores. Trust Indicators, on their face, are aimed at making news publications “more transparent” as a means of generating increased trust with the public. Though a total of 37 have been developed, it appears only eight of them are currently being used.

These eight indicators are listed and described by the Trust Project as follows:

• Best Practices: What are the news outlet’s standards? Who funds it? What is the outlet’s mission? Plus commitments to ethics, diverse voices, accuracy, making corrections and other standards.


• Author/Reporter Expertise: Who made this? Details about the journalist, including their expertise and other stories they have worked on.


• Type of Work: What is this? Labels to distinguish opinion, analysis and advertiser (or sponsored) content from news reports.


• Citations and References: What’s the source? For investigative or in-depth stories, access to the sources behind the facts and assertions.


• Methods: How was it built? Also for in-depth stories, information about why reporters chose to pursue a story and how they went about the process.


• Locally Sourced? Was the reporting done on the scene, with deep knowledge about the local situation or community? Lets you know when the story has local origin or expertise.


• Diverse Voices: What are the newsroom’s efforts and commitments to bringing in diverse perspectives? Readers noticed when certain voices, ethnicities, or political persuasions were missing.


• Actionable Feedback: Can we participate? A newsroom’s efforts to engage the public’s help in setting coverage priorities, contributing to the reporting process, ensuring accuracy and other areas. Readers want to participate and provide feedback that might alter or expand a story.

How the Trust Project makes these indicators available to the public can be seen in its new project, the Newsroom Transparency Tracker, where it provides a table of “transparency” for participating media outlets. Notably, that table conflates actual transparency practices with simply providing the Trust Project with outlet policies and guidelines related to the above indicators.

For example, The Economist gets a perfect transparency “score” for having provided the Trust Project links to its ethics policy, mission statement and other information requested by the project. However, the fact that those policies exist and are provided to the Trust Project does not mean that the publication’s policies are, in fact, transparent or ethical in terms of their content or in practice. The fact that The Economist provided links to its policies does not make the publication more transparent, but — in the context of the Newsroom Transparency Tracker’s table — it provides the appearance of transparency, though such policy disclosures by The Economist are unlikely to translate into any changes to its well-known biases and slanted reporting towards certain issues.

Trust Indicators manipulate big tech algorithms

The true power of the Trust Indicators comes in a form that is not visible to the general public. These Trust Indicators, while occasionally displayed on partner websites, are also coupled with “machine-readable signals” embedded in the HTML code of participating websites and articles used by Facebook, Google, Bing and Twitter. As Lehrman noted in a 2017 article, the Trust Project was then “already working with these four companies, all of which have said they want to use our indicators to prioritize honest, well-reported news over fakery and falsehood.” Gingras of Google News also noted that the Trust Indicators are used by Google as “cues to help search engines better understand and rank results … [and] to help the myriad algorithmic systems that mold our media lives.”

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