The Trust ProjectA nonpartisan effort called The Trust Project is working to address this situation by helping online users distinguish between reliable journalism and promotional content or misinformation. The Trust Project has released eight Trust Indicators created by leaders from over 75 news organizations that will offer additional transparency about an organization’s ethics and practices.
The Trust Project itself was started by journalist Sally Lehrman of Santa Clara University’s Markkula Center for Applied Ethics, and is funded by Craigslist founder Craig Newmark’s Philanthropic Fund, Google, the John S. and James L. Knight Foundation, the Democracy Fund, and the Markkula Foundation.