GOVERNANCE & TRUST
Our Ethics
& Standards
Professionalising Independent Journalism
At the Independent Media Alliance (IMA), we believe that credibility is defined by conduct, not corporate affiliation. While our members operate with full editorial independence, they are united by a shared commitment to professional standards. The IMA Code of Conduct and Ethics is more than a set of rules—it is a shield.
The Core Principles
All IMA members agree to adhere to the following ethical pillars as a condition of their accreditation.
Accuracy and Truthfulness
We believe the public deserves the truth.
- Members must report information fairly, accurately, and with proper verification.
- Errors must be corrected promptly and transparently.
- Members must never knowingly mislead the public.
Independence and Impartiality
Free from corporate and political pressures.
- Members maintain editorial independence from political, financial, or personal interests.
- Conflicts of interest must be avoided or openly disclosed.
- Members do not accept gifts or payments that could influence reporting.
Responsible Newsgathering
Legitimate reporting vs public disorder.
- Non-Escalation: Members must not provoke or escalate conflict at scenes.
- Non-Obstruction: Avoid obstructing emergency services or safety.
- Lawful Compliance: Comply with lawful instructions while asserting rights.
Respect and Dignity
Equality and Privacy.
- Members must treat the public and authorities with respect.
- Privacy must be respected unless there is overriding public interest.
- Extra care taken with minors or vulnerable people.
Integrity of Material
Digital Authenticity.
- Audio, video, and images must not be manipulated deceptively.
- Sensitive or graphic material must be used responsibly.
Protection of Sources
Confidentiality is Paramount.
- Duty to protect confidential sources as far as legally permissible.
- Identities will not be disclosed without consent unless compelled.
Digital Conduct
Professionalism and Law.
- Represent yourself professionally on social media.
- Responsible for understanding UK laws (Privacy, Defamation).
- Press ID strictly for journalistic purposes only.
Why These Standards Matter
Building trust in a skeptical world.
Building Trust
By committing to accuracy and respect, we combat the "misinformation" stigma often attached to new media.
Ensuring Safety
Avoiding provocation protects members from "breaching the peace" allegations, ensuring they are treated as witnesses, not participants.
Securing Legitimacy
Adherence to a code distinguishes professional independent journalists, strengthening their claim to legal protections under Article 10.
Accountability
THE IMA TAKES THESE STANDARDS SERIOUSLY.
We investigate complaints regarding member conduct, including ID validity checks and evidence reviews.
Breaches of the Code can result in outcomes ranging from advisory warnings to the suspension or revocation of membership.
Members are expected to report serious misconduct by other members to protect the reputation of the alliance.
* Members should use the complaint form within their dashboard.