Radiocentre joins a new cross-industry coalition to promote trusted journalism

• Bountiful Cow, British Society of Magazine Editors, Campaign, DAIVID, Electric Glue, Havas Media Network, Haymarket Automotive, Newsworks, Ozone, Radiocentre, Sky Media, the7stars, Thinkbox and World Media Group join forces as The News Alliance

• Alliance to demonstrate the benefits of regulated, professional journalism to advertisers and agencies

• Coalition to call on advertisers to champion news and reconsider brand safety

Today sees the launch of The News Alliance, a cross-industry coalition of media businesses, including Radiocentre, that support and promote trusted news and journalism.

The alliance will champion the benefits of advertising in news environments across TV, radio, magazines and news brands to advertisers and agencies.

The launch follows several large research studies that prove advertising alongside trusted, regulated and professionally crafted journalism is highly effective and brand safe, regardless of topic. Despite the overwhelming evidence, advertising investment in regulated news remains challenging, while investment in unregulated environments continues at pace.

The News Alliance has identified four key actions for advertiser and agency partners to support:

1. Champion trusted journalism – critical to the advertising ecosystem and society as a whole
2. Actively invest in news environments – all the evidence shows it works
3. Reconsider what brand safety means – especially in the context of news
4. Review advertising block lists – ensure news isn’t being unintentionally penalised

Throughout 2025, The News Alliance will be visible at a series of industry events, roundtables and presentations, to promote trusted news and the importance of truth in the wider media ecosystem.

Sarah Jones, Sky Media’s director of planning, and The News Alliance’s spokesperson, said: “With the abandonment of fact-checking by some organisations, fake news and toxic content is only set to spread further and faster than before. Even with ‘brand safety’ measures, it seems social media platforms struggle to protect audiences and advertisers from dangerous or misleading content as there are no ‘publisher’ controls in place to regulate content before it is posted. The antidote to misinformation is trusted, regulated and professionally crafted journalism – where editorial control protects audiences and advertisers.

Lucy Barrett, Radiocentre’s Client Director added: “We strongly support The News Alliance because we know from our own research that the news output across commercial radio is hugely valued and trusted by our listeners, so it’s important that we are part of a movement to encourage advertisers to support it.”