01
The person matters more than the stereotype
A man does not have to prove his worth through money, status, relationships, marriage, a car or displays of masculinity.
02
Health is a central priority
We do not romanticise self-destruction as masculinity. On health matters, the editorial team relies on evidence and qualified specialists, distinguishing journalism from medical advice.
03
Relationships without a battle of the sexes
We discuss relationships openly and without prudishness. We do not build an audience on hatred or make sweeping generalisations about entire sexes.
04
A conversation between equals
Our language is journalistic, contemporary and human. Humour, irony and everyday speech are welcome when they fit the story naturally.
05
Facts matter more than the writer’s position
News must be distinguished from opinion, fact from interpretation, research from advertising claims, and correlation from causation. If there is no reliable answer, we say plainly: we do not know.
06
AI is a working tool
AI can assist with analysis, transcription, structure, translation and technical tasks. The material must undergo human editing and fact-checking.
07
Independence from advertisers
An advertiser’s money does not give it the right to determine the editorial team’s views. Advertising, sponsored content and editorial articles must be clearly distinguished through both presentation and labelling. A brand’s commercial involvement and any commissions earned on purchases must be clear to readers.
08
Society and politics
We cover politics, war, the economy and laws when they affect readers’ lives. Facts, the positions of the parties involved and the writer’s opinion must be distinguishable.
09
The editorial test
Is this interesting to the reader? Does it have substance? Have the facts been checked? Are we addressing the reader as an adult? Will the reader take something away from it? If not, the material is revised or not published.