Media literacy

In an age when news comes at us from every direction, it can be hard to know who to trust for information on what’s going on.  

Check out this short video guide to finding reliable sources.

Who can I trust?

Sources of information you can rely on

Most major media outlets follow rules to provide reliable information. Many other information sources, particularly online, are not covered by these rules.

Content you see on TV or hear on radio must meet broadcasting standards, which include making sure it’s accurate, fair and balanced. The standards also apply to online content that first aired on TV or radio.

If people don’t like what they see or hear, they can complain to the Broadcasting Standards Authority (BSA), which makes sure the rules are followed.

Many big NZ news sources have also signed up to similar standards for other online content such as news websites and video on demand, as well as newspapers and magazines. The New Zealand Media Council (NZMC) makes sure these are followed through its complaints procedure.

In the past, many complaints to the BSA were about things like offensive language, sex and violence. Now, accuracy, balance and fairness are by far the most complained about issues – mostly in news and current affairs

COVID-19 brought a surge of misinformation and disinformation on health issues, just when reliable information was needed more than ever. The BSA received near-record numbers of complaints about media coverage, with some people misusing information to support their complaints. It found that, in almost all cases, broadcasters covered the crisis correctly and accurately.

Fact: Accuracy was raised in 58% of the 120 complaints ruled on by the BSA in 2023/24. Four of these were upheld.

Questions:

• Why is this? What could have caused this change?
• What other sources of info do you see online that aren’t covered by these rules?
• How can the rules help you decide which sources you can trust when looking for reliable information?
  
• Should people be free to post anything they want online, or should there be limits?
• Where should the line be drawn, and who should draw it?
• Once posted, web content can be seen all over the world. Should there be global rules for online content?

Learn more:

• BSA quick guide to broadcasting standards
• List of TV and radio outlets that must meet the standards
• Quick guide to safe viewing and listening
• NZMC statement of principles
• List of media signed up to the principles
• Government proposals to reform media and the rules they follow

BSA Trust in News Media Research 2025

Public trust in news media is linked to social cohesion and trust in public institutions more generally. It is important in a functioning democracy that people have access to reliable and accurate news media – and that they have trust in the information they receive through media channels. 

Trust in media has fallen in recent years. While there are some signs this is stabilising, and New Zealand media are taking active steps to improve trust levels, it is important to understand more about the drivers for trust and distrust.

This research seeks to better understand the public’s expectations around news content and what factors are most likely to support increased trust in New Zealand’s news media.

The survey indicates high engagement and interest in news media among the public and a tendency for greater trust in, and use of, New Zealand news providers (including those funded/owned by government).

It offers useful guidance on factors the media can address in combating issues of trust. The leading factors are cited relatively consistently across demographics and in relation to different types of news platforms.

Bias (or freedom from bias) comes through as a strong influence on trust – identified in the top factors causing trust, distrust, and loss of trust. However, the report also highlights how perceptions of bias are influenced by consumers’ own personal views – the concept of what is ‘trustworthy’ naturally depends a lot on personal perspectives.

When asked to select from a list, the top four factors participants said influenced trust the most were: Reporting supported by credible, cited evidence (69%); Neutral (unbiased) reporting (66%); In-depth reporting allowing a good understanding of issues (64%); and Mistakes acknowledged and corrected promptly (63%).

Distrust in media is driven by many of the same factors that promote trust, only in reverse.

While the findings suggest some prefer news media to focus on the facts, others want interest and entertainment and may continue to engage with an ‘entertaining’ news provider even if considered untrustworthy.

The report will help inform the media’s efforts to reverse the loss of trust in recent years. The BSA will use it to inform future decisions and consider the findings in the next review of the Code of Broadcasting Standards, to ensure we capture any adjustments needed to better reflect public expectations around news reporting.

You can read the full findings and a media release highlighting key outtakes here:

Full Report: Public Trust in news media

Media Release: New BSA research sheds light on the factors which ensure public trust in media