Transparency is the principle that content should be produced in a way that allows the audience to evaluate the credibility of the work and determine for themselves whether it is trustworthy.

Producers must be open with the audience—to the extent practical—about how the work was done. Being transparent is the proof, in effect, that the editorial principles outlined in these standards are living principles that inform a professional and ethical editorial process—not simply words on a page. While specific methods may vary by circumstance and platform, transparency means respecting that the audience is entitled to understand significant underlying editorial decisions. If producers arrive at a certain conclusion or a point of view, the audience should be able to evaluate how that conclusion or view was reached. Producers who face difficult editorial decisions should consider explaining why certain choices were made; if relevant questions cannot be answered, producers should endeavor to explain why.

Sources must be clearly identified, and, in those rare instances when confidential sources need to be used, producers must explain the decision to allow anonymity. Transparency also means using labels or other disclosures when presenting information that might be unclear or confusing to the audience. Finally, transparency requires that producers disclose to the audience all sources of funding for the production and distribution of content.