Editorial Guidelines & Code of Ethics
What’s Up Downunder
Editorial Guidelines & Code of Ethics
Last updated: 8 December 2025
1. Introduction
These Editorial Guidelines and Code of Ethics set out the standards and expectations for all staff, freelancers, and contributors working with What’s Up Down Under.
As a trusted Australian media brand focused on caravanning, camping, 4WD, and travel, we are committed to publishing content that is accurate, fair, transparent, and respectful. Our integrity and independence are central to maintaining the confidence of our audience, partners, and the broader community.
These guidelines align with:
- The Media, Entertainment & Arts Alliance (MEAA) Journalist Code of Ethics
- The Australian Press Council (APC) General Principles and Standards
- Relevant Australian media and advertising laws
2. Editorial Independence & Integrity
Editorial decisions are made independently of commercial, political, or personal influence.
Paid partnerships, advertising, and sponsorship arrangements must never dictate editorial conclusions.
Contributors must not accept gifts or inducements that compromise impartiality.
Sponsored or branded content will be clearly identified and kept separate from independent editorial work.
3. Accuracy, Fact-Checking & Sourcing
All content must be factually accurate, fair, and not misleading.
This includes the APC requirement that content be “accurate, fair and balanced,” and the MEAA requirement to “report and interpret honestly.”
Contributors must:
- Double-check product specifications, pricing, claims, and technical details
- Confirm quotes and ensure they are truthful and in context
- Use credible and verifiable sources
- Clearly distinguish facts from opinion
Errors must be corrected openly and promptly.
Headlines, captions, and social media posts must reflect the story without exaggeration or distortion.
4. Fairness, Balance & Respect
Coverage must be fair, balanced, and free from undue bias.
People, businesses, and destinations are to be treated with respect.
Competing brands should be given fair opportunity for coverage when relevant.
Anti-Discrimination and Anti-Vilification
Content must not contain:
- Discriminatory or demeaning language
- Vilification of individuals or groups on the basis of race, gender, age, disability, religion, sexual orientation, or other protected attributes
- Harmful stereotypes or sensationalised depictions
All contributors must respect cultural sensitivities and community standards.
5. Conflicts of Interest, Sponsorships & Advertising
A clear separation must be maintained between editorial content and advertising.
Sponsored articles, videos, or events must carry labels such as:
- “Sponsored Content”
- “Paid Partnership”
- “Advertiser Feature”
- “Sponsored Event Coverage”
Contributors must disclose any personal, financial, or professional interests relevant to their content.
Reviews, features, or recommendations must never be influenced by advertiser pressure.
6. Review Standards & Mandatory Disclaimer
Every review published under What’s Up Down Under must include the standard review disclaimer:
Review Disclaimer (mandatory):
Reviews are conducted independently by our editorial team or trusted contributors. Caravans, vehicles, and accessories are assessed using consistent criteria. At times, manufacturers may provide review units, loan vehicles, or event access. This does not influence our scoring or conclusions. If a review, article, or video has been sponsored, it will be clearly labelled as “Sponsored Content” or “Paid Partnership.” Specifications, pricing, and availability are correct at time of publication but may change. Always confirm details with the manufacturer or dealer. Reviews are intended as editorial opinion and do not replace independent advice. Readers should consider their own needs and seek professional guidance before making a purchase.
7. Plagiarism, Originality & Attribution
All work must be original. Plagiarism or uncredited use of others’ material is prohibited.
All third-party data, quotes, statistics, or images must be properly attributed.
Copyright and licensing obligations must be respected at all times.
8. Photography, Videography & User-Generated Content (UGC)
Images and video must not be manipulated in ways that mislead.
Permission must be obtained before using UGC, with clear attribution.
All drone, landscape, and location-based footage must comply with Australian law.
Sensitive or distressing content must be handled responsibly.
9. Social Media Conduct
Contributors represent What’s Up Down Under online.
All posts must reflect professionalism, accuracy, fairness, and respect.
Confidential information or unpublished material must not be shared.
Social media channels must not be used to harass, misrepresent, or attack individuals, brands, or destinations.
10. Sponsored Content & Paid Events Policy
For Readers (disclosure)
All branded collaborations will carry a clear statement such as:
“This article/video/event is presented in partnership with [Brand]. Paid partnerships are always clearly labelled and kept separate from independent reviews.”
For Advertisers (policy)
Sponsored placements, takeovers, and branded tiles must be clearly labelled.
Partner content cannot be presented as independent editorial review.
Coverage of paid events such as product launches or tours must include a “Sponsored Event Coverage” tag and clearly distinguish editorial observations from advertiser messaging.
11. AI Use in Content Creation
Use of AI tools
AI tools may be used to assist in drafting, researching, editing, transcribing, or visual enhancement, provided:
- All AI-assisted work is reviewed and approved by a human editor
- All factual content is independently verified
- AI is not used to fabricate facts, quotes, reviews, or images
- AI must not impersonate individuals or brands
- Contributors must not upload confidential or licensed material into AI tools
- Contributors must internally disclose material AI assistance to editors
AI use does not reduce contributor responsibility for accuracy, originality, or compliance with these guidelines.
12. Code of Ethics
Our work is guided by five core values:
Integrity – Independence from commercial influence.
Transparency – All partnerships and sponsorships must be clearly disclosed.
Accountability – Errors are corrected quickly and publicly.
Fairness – Balanced and respectful treatment of all subjects.
Respect – Avoids discriminatory language and supports audience safety.
13. Accountability & Corrections
Mistakes will be acknowledged and corrected promptly with visible notes.
Complaints will be handled through a clear process:
- Acknowledge receipt
- Review against these guidelines
- Decide on correction, clarification, or removal
- Communicate the outcome
Breaches may result in warnings, retraining, content removal, or termination of contributor agreements.
13. Review & Updates
This Code will be reviewed annually.
Updates will be communicated to all staff and contributors, who must remain compliant.
