New BSA research sheds light on the factors which ensure public trust in media
New Zealanders are highly engaged with news media and have more trust in sources that rely on evidence, report in-depth, and are quick to fix – and acknowledge – mistakes when they happen.
Freedom from bias also features as an important factor, but perceptions of ‘bias’ are coloured by audiences’ personal views, according to new research for the Broadcasting Standards Authority.
The findings form part of a BSA survey exploring public expectations around news content and factors that may help improve trust in New Zealand’s news media.
The report indicates high public engagement and interest in news media generally and a tendency for greater trust in, and use of, New Zealand providers (including publicly funded/owned providers). It offers guidance for media, many of whom are already working on their own initiatives to improve trust.
Bias (or freedom from bias) is identified among the top factors causing trust, distrust, and loss of trust. However, the report highlights how perceptions of bias and what is ‘trustworthy’ are influenced by consumers’ own personal perspectives – and how well they feel these are reflected.
When asked to select from a list, the top factors participants say influence trust are:
- reporting supported by credible, cited evidence (cited by 69%)
- neutral (unbiased) reporting (66%)
- in-depth reporting allowing a good understanding of issues (64%)
- mistakes acknowledged and corrected promptly (63%).
The leading factors are cited relatively consistently across demographics and in relation to different types of news platforms. Distrust in media is driven by many of the same factors, only in reverse.
While the findings suggest some consumers prefer news media to focus on the facts, others want interest and entertainment and may keep engaging with an ‘entertaining’ provider even if seen as untrustworthy.
Existing research shows public trust in media has fallen in recent years.
BSA chief executive Stacey Wood says divisive events like COVID-19, US elections, global conflicts, local political and cultural issues, and ethnic stereotypes in news coverage have contributed to diminished trust.
“Emotionally charged views, perceived bias and misinformation from some sources affect views of the trustworthiness of information and reporting. However, it’s vital in a functioning democracy that people have access to reliable, accurate news media – and have trust in the information they receive through media channels,” Wood says.
The research findings suggest trust is easier to lose than to regain, and solutions are not simple.
“Perceptions of bias and what is trustworthy are coloured by audience members’ personal perspectives. As a complaints body, we see this with complainants from everywhere on the political spectrum alleging a lack of fairness, balance or accuracy in content with which they disagree but, objectively, is found to be in line with established standards.
“There are signs trust levels are stabilising, and media are taking active steps to improve trust. We hope the insights from this research will help inform and support media’s efforts in this space.
“The BSA will use it to inform future decisions and consider the findings in the next review of the Code of Broadcasting Standards. The Code is updated periodically to reflect public expectations about reporting,” Wood says.
The report points to strategies that can help mitigate distrust and rebuild trust in news media, including:
- prioritising transparency and accountability – promptly addressing errors and communicating updates on developing stories, and disclosing news providers’ funding sources and ownership structures
- maintaining clear editorial boundaries – separating news from opinion, entertainment and advertising, and clearly labelling commentary and sponsored content
- committing to impartial, fact-based reporting – presenting multiple views on contentious issues, providing verifiable evidence, and avoiding sensationalism, emotionally manipulative language and ‘attack journalism’.
Over half of survey participants (54%) do not have different expectations of publicly funded or owned news organisations compared with commercially funded media. However, one in three (34%) do – citing impartiality/objectivity, balance, accuracy and accountability, and quality in-depth journalism as key expectations of publicly funded or owned media.
Risks identified for commercial news organisations to avoid include conflicts of interest and the prioritisation of audience engagement and revenue over authentic, unbiased, non-sensationalist news reporting.
The survey also offers some interesting general insights into the New Zealand media landscape and how audiences consume news.
- 82% of those surveyed are ‘moderately’, ‘very’ or ‘extremely’ interested in the news.
- Most seek a range of sources (on average three) for their regular news.
- Traditional TV and radio continue to be used regularly by around half of the population.
- Over three-quarters of younger respondents use social media regularly as a source of news; over half say it is the source they use most often.
- Across respondents in all age bands, news websites are the most used source.
The full research report is available on the BSA website.
ENDS
FURTHER INFORMATION
The research was conducted for the BSA in April and May 2025 by The Curiosity Company. It involved:
- Qualitative phase: A diverse 35-person group participated in 10 days of engagement with experienced moderators on an online platform (including diary tasks, guided engagement and focus group discussions).
- Quantitative phase: An online survey of a nationally representative sample of 1,008 adults (18+). Insights gained from the qualitative phase were used to inform development of the survey. The maximum margin of error on the sample is +/-3% at the 95% confidence level.
ABOUT THE BROADCASTING STANDARDS AUTHORITY
The BSA is an independent Crown entity that oversees the broadcasting standards regime in New Zealand. It determines complaints that broadcasts have breached standards, undertakes research and oversees the development of broadcasting standards in consultation with broadcasters.
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