Editorial Policy of ZN.UA

Publishing Principles

A Note to Our Readers from the Editor-in-Chief of ZN.UA

The ZN.UA editorial team is nearly the same age as independent Ukraine itself. It is a team tested by many years of struggle against everything that hinders our country's development and prospects. We are, in a sense, like a person who can no longer explain step by step how they breathe or walk — it has simply become second nature. Our editorial principles were formed by walking paths, not by laying asphalt according to a blueprint. They are built on our experience, our trials, our mutual trust and respect, and on more than thirty years of open dialogue with our authors and readers. Our newsroom, like a family, has defined areas of responsibility for each person — but if someone is tired or unwell, another steps in to wash the dishes, mow the lawn, or make breakfast. We trust one another's competence. We care about one another. We argue often, but we always find a way forward. Because we are doing this together.

At this point, however, in the interest of transparency and accountability to our audience, it is necessary to explain the principles on which the Dzerkalo Tyzhnia editorial team operates and the standards it upholds. We therefore turn to more formal language — to set down the approaches and rules that allow us to maintain quality, accountability and trust in our daily work.

ZN.UA (Mirror of the Week. Ukraine) is an independent Ukrainian media outlet that has covered all major areas of life in Ukraine and the world since 1994, with an emphasis on analytical, opinion journalism, on identifying systemic problems and on proposing solutions.

ZN.UA operates in two primary editorial formats: news and analytical opinion pieces. Each format has its own professional approach to preparing and presenting information, as reflected in our editorial standards and style guide.

In news reporting, we adhere to the principles of timeliness, accuracy, reliability, objectivity and contextual completeness. In news content, we clearly separate facts from commentary. In analytical pieces, we allow for interpretation and the author's point of view, grounded in verified facts and the author's competence and expertise. Regardless of genre, we are opposed to the manipulative selection or presentation of facts.

Our mission is to provide readers with verified and accurate information about events in Ukraine and the world. We uphold the principles of objectivity and balance in news content, while also fostering analytical understanding of key trends, engaging leading experts, identifying systemic problems and proposing effective solutions.

Our journalism serves this mission and promotes a better-informed citizenry. It raises civic awareness while working toward transparency and accountability in government, countering corruption, strengthening democracy, protecting human and civil rights, and bolstering the middle class and civil society in Ukraine.

For over 30 years, alongside Ukraine's broader journalistic community, we have consistently defended freedom of speech and responsibility for it. We believe in the power of honest, intelligent and courageous journalism. We deeply respect the professionalism of our in-house journalists and the high level of expertise among our approximately 400 freelance contributors.

When the war is over, we see an opportunity to build, through concerted effort, a fundamentally new, modern and successful Ukraine; a country that is an active participant in European and global affairs. We work hard to ensure that Ukrainian society, and the government it has chosen, does not squander the unique and hard-won chance that this difficult war has made possible.

Our Core Principles

Independence. The ZN.UA editorial team is independent of any state, party, or business structures. In our editorial decisions, we place the rule of law, fairness, professionalism, accountability and the public interest above political views, party preferences or financial interests.

Editorial independence has been a defining characteristic of ZN.UA since its founding in 1994. It rests on the following foundations:

Our mission as an independent media outlet serving the public interest;
The absence of business structures potentially dependent on government authority among ZN.UA's co-owners;
Selectivity in accepting donations and advertising from those who may be affiliated with political parties and/or oligarchs;
Refusal to carry out projects funded by Ukrainian government bodies;
Citation only of polling firms that adhere to the professional standards of the World Association for Public Opinion Research (WAPOR);
Maintenance and regular updating of a "blacklist" of media sources that systematically disseminate unreliable or manipulative information;
Transparency vis-à-vis the Institute of Mass Information, which monitors Ukrainian media and assesses their compliance with global press freedom standards.

Truth and Accuracy

We do not spread rumors or disinformation.

Materials published on ZN.UA's media platforms generally undergo a multi-stage review process — factual, logical, linguistic, ethical and, in particularly sensitive cases, legal review involving the newsroom's in-house lawyer — to avoid any violations of the law.

Responsibility for the accuracy and quality of content rests with the author of the piece and the relevant ZN.UA section editor.

If a substantive error is identified after publication, we promptly make corrections and publish an explanation for our readers.

In exceptional cases — when information is of significant public interest and cannot be fully verified by the editorial team at the time of publication — we may report it, clearly indicating the source and the level of confirmation, so that readers can independently assess the reliability of that information.

We do not tolerate clickbait. Headlines must accurately reflect the content of an article and must not mislead the reader.

Balance and Independence of Judgment. In news reporting, we strive to represent different perspectives on events or situations to a degree sufficient for an accurate and complete understanding of the material. To this end, we pay considerable attention to context (background), which helps readers understand not only what happened, but why it happened, what the possible consequences are, and what alternative assessments exist. In analytical pieces, we uphold the principle of independence of judgment, ensuring a fair and well-reasoned presentation of the author's position.

The Authorship of Journalism. We are proud that analytical, opinion journalism has been a central component of ZN.UA's content since its founding. We value the perspectives of our in-house editorial team and our extensive pool of freelance contributors, given their high level of expertise, competence and institutional memory. We give them the opportunity to convey their views to the reader accurately, honestly and with full preservation of their personal stance on the issue at hand.

This principle requires that an author's position be grounded in verified facts and clearly distinguished from news content.

Curiosity. This is one of the core professional qualities of ZN.UA's journalists and editors, and it defines our approach to editorial work. In a world where events move at extraordinary speed, the absence of this quality leaves a person out of context and deprives them of competitive advantage. For us, curiosity means not merely wanting to know what happened today, but striving to understand what will happen tomorrow and the day after. This requires the ZN.UA team to seek out new data, analyze trends, follow emerging ideas, look beyond the horizon, assemble a complete picture from many puzzle pieces and explain complex processes in a way that helps our readers better understand the world and stay one step ahead.

Keeping Pace with the Times. We strive to explore new approaches, technologies and tools — to master modern applied solutions, including artificial intelligence and digital platforms — in order to make our journalism deeper, more precise and more relevant. We do not merely react to events; we also identify and cover topics and processes that have not yet come to the center of public attention. We find consequence in details that escape notice, hold the line between truth and manipulation, and publish analysis that sharpens our readers' understanding of the world they live in.

This sometimes creates a particular challenge for us: our journalists and freelance contributors frequently get ahead of the mainstream by months or even years, identifying and articulating systemic problems in Ukraine and the world before others do. By the time an issue finally registers with the wider public, we often have little to add — because ZN.UA published it all long before. Being pioneers, however, is also part of our mission.

How We Fund Our Work. The newsroom's budget is made up of grants, voluntary reader contributions, and advertising revenue. We categorically refuse to publish materials bearing signs of paid political influence (“dark PR”). All political advertising placed on ZN.UA’s platforms is labeled in accordance with applicable law.

Civic Responsibility. We serve the public interest and our country as our foremost duty, guided always by common sense. The rule of law and the accuracy of our diagnoses are not empty words for us. We weigh the consequences of every publication and bear civic responsibility for the honesty and quality of our work.

Editorial Tools and Structure

In their day-to-day work, all staff and contributors follow the internal editorial style guide. This is a practical instrument that codifies our professional standards, requirements for written content and procedures for ensuring the highest quality of materials.

Our work is structured to ensure both timeliness and depth. Breaking news is handled by the news feed and the Telegram channel editorial desk. Other digital platforms and social media handle content distribution and audience expansion. Some platforms, in particular, allow analytical materials to be adapted into accessible formats and facilitate communication with diverse audiences, including international readers and opinion leaders.

Section editors are responsible for published texts. They combine editorial and authorial roles, functioning as "player-coaches": they communicate directly with contributors, suggest topics, and write their own pieces. All topics are discussed and approved at general editorial meetings, where editors exercise their own judgment within their areas of responsibility. During periods of heightened responsibility — including since the start of the full-scale war — all texts must be reviewed and approved by the editor-in-chief prior to publication.

A Modern Approach to Journalism

The world is changing rapidly. Approaches to journalism are changing with it. What seemed like an unshakeable foundation yesterday may today become a chain tethering us to something that is crumbling fast.

It is now entirely clear: in today's world, journalism cannot be reduced to the mechanical transmission of facts. A dry sequence of reports in a relentless news cycle does not give society an understanding of what is actually happening. Facts without explanation, official statements without fact-checking, announcements of decisions without context — these can themselves become instruments for manipulating public opinion.

That is precisely why ZN.UA's combination of news journalism and analytical opinion writing — the publication's genetic root — gives our readers both a factual toolkit for drawing their own conclusions and authored analytical frameworks for broadening their understanding of the world.

Ethics Policy

The ethics policy of ZN.UA serves as a guide for all members of the editorial team who work with information and written content. It is grounded in international ethical codes and the best practices of Ukrainian journalism.

Since the circumstances under which information is obtained and disseminated can vary considerably from case to case, these principles and rules should be understood as general guidelines that may be refined depending on specific circumstances.

Honesty and Fairness. ZN.UA journalists are obligated to present information without distortion, embellishment, or manipulation. In news reporting, fairness and objectivity require completeness of key facts, proper context, and the absence of distortion of the overall impression of an event. The positions of all relevant parties are presented to a degree sufficient for a full and accurate understanding of the situation. In analytical pieces, honesty and fairness mean good-faith interpretation of facts, well-reasoned authorial positions, and the absence of manipulative selection of arguments. We also actively seek out and amplify the voices of experts who possess high professional competence and positive track records, but who lack access to national media platforms.

We do not mislead our readers — either through the facts we present or through the manner in which we present them.

Conflict of Interest. We do not accept gifts or remuneration that could influence the publication's independence. We do not engage in activities that do — or could create the impression of doing — compromise our ability to report or edit without bias.

Conduct in the Digital Space. We respect the right of our staff and contributors to personal expression on social media. At the same time, we recognize that the public activity of a ZN.UA journalist is perceived by audiences as part of the publication's reputation. Our contributors uphold standards of factual accuracy and ethical conduct in their posts, avoiding calls to discrimination and the spread of unverified information that could undermine trust in the publication.

Relations with Those in Power. Oversight of government action must be permanent — it is in society's interest. Responsible media and civil society alike cannot afford to exist only from election to election, from Maidan to Maidan, ignoring the quality and legality of government action in between. From the very first days of each new administration, ZN.UA's journalists and contributors conduct systematic journalistic oversight of the most consequential actions of the country's leadership. Our task as authors and editors is not only to identify intellectual, moral, organizational, or corruption-related failings of those in power, but also to propose solutions.

Source Protection and Confidentiality. Over more than 30 years of work, our journalists have cultivated a substantial number of exclusive sources and extensive experience in working with them productively. Our confidential contacts include academics, major business figures, diplomats, military officers, ministers, members of parliament, and senior officials of the security services and the Office of the President. We do not speculate, and we cite information from anonymous sources in our news reports and analytical pieces only when we have reasonable grounds to consider it reliable and trust the sources. When the information is of significant public importance, is closely guarded, and is known to only a handful of people in the entire country, we may rely on a single verified, trusted source. In all other cases, we seek corroboration from several independent sources. Maintaining source confidentiality and respecting source privacy is an unconditional standard of this newsroom. It is a matter of faith.

The competence, expertise, and experience our journalists have built over the years minimize the risk of sources influencing the editorial position. And our awareness that we work in the interests of our country and the public does not obligate us to be loyal to sources when their actions harm the national interest or violate the law.

Critical Distance from Sources. We recognize the difference between information of genuine public importance and attempts to use our platform manipulatively — for political warfare or for leaking information in private interests.

Having an exclusive source within government or the security services does not imply any loyalty on the part of the publication toward that source. ZN.UA reserves the right to critically analyze the actions, statements, and reputation of an informant in the context of other reporting. We use information provided to us solely as material to be verified and analyzed — not as ready-made truth — and we always ask: “What is this source's purpose in providing this information now?”

Diversity Policy

ZN.UA supports equal rights, diversity, and inclusion across all areas of its work. The editorial team recognizes that diversity is not merely a matter of race or gender. Ethical organizations emphasize that journalism must reflect the real life of its community — because content that predominantly reflects the views of one group does not represent life as it is truly lived. Our policy therefore rests on the following principles:

Inclusive and Regional Representation. We cover topics that reflect the interests of all groups in our society, regardless of gender, ethnic background, religion, age, physical ability, or identity. In addition, our journalists actively seek out voices from every region of our country — from Halychyna to Donbas, from village to metropolis — and engage experts from all walks of life.

Linguistic and Cultural Diversity. We publish content in Ukrainian, Russian, and — for the most current and relevant materials — English, in order to reach both Ukrainian-speaking and Russian-speaking audiences, as well as international readers. This allows us to reflect diverse cultural contexts, histories, and lived experiences. We avoid discriminatory or biased language in our materials.

Equal Opportunity in the Newsroom. The editorial team operates a non-discrimination policy in hiring and employment. We encourage the recruitment and professional development of journalists from diverse backgrounds and experiences. We actively work with students and young people. What matters most is accountability, commitment to the common cause, and the desire to learn and grow — from these qualities, competence and experience are built.

In adhering to our policy of openness and inclusion, we apply rigorous selection processes for candidates, including specialized testing at the point of hire.

For the ZN.UA team, a specialist's professional competence is inseparable from their personal qualities as a human being.

Gender is not a determinative factor in ZN.UA's editorial policy. Women make up a majority of the editorial team, including among editors and management; among freelance contributors, men are slightly more numerous. This is not the result of deliberate selection.

What is determinative for us is professional and human quality: competence, responsibility, honesty, the capacity for critical thinking, the willingness to take ownership and the ability to engage with reality rather than with assumptions about it. These are the criteria by which we evaluate people in our work.

We do not divide people on the basis of characteristics unrelated to professional activity, and we do not regard identity as a defining factor in journalism.

Corrections Policy

Every member of the editorial team involved in preparing content is oriented toward thorough fact-checking and is accountable for it. We publish verified information and clarify substantive details.

If factual or substantive errors are identified in a piece after publication, we correct them as promptly as possible and explain to readers what has been changed.

Removing an article is an exceptional measure, applied only in critical cases. Such a decision is made by the editor-in-chief after a thorough review of the situation, with clear guidance provided to the team on how to avoid similar errors in the future. In place of a removed piece, readers will find an explanation of the decision.

ZN.UA never removes news articles or features in exchange for payment.

Verification and Fact-Checking Policy

ZN.UA publishes verified facts. This rule and the corresponding practice apply to all genres and formats of our content: news, analysis, investigative journalism, interviews, expert assessments, reviews, columns (editorial and authored), infographics, photos and videos, podcasts, posts on ZN.UA's social media accounts, and materials in the creation of which digital tools or AI have been used.

We work with both open and closed-source information. The combination of these source types is a necessary condition for forming a complete and reliable picture of events, particularly on topics involving politics, governance, and the fight against corruption.

We do not permit the manipulative selection, omission, or presentation of facts. Verifying information means not only establishing its reliability, but also ensuring its completeness and appropriate context.

We verify all key facts from at least two independent sources, or confirm them through primary sources (documents, registers, court records, official positions, direct interviews, original footage, or trusted exclusive sources).

When publishing sensitive or exclusive information, we provide the necessary context and, where possible, explain how the information was obtained.

When using data or facts gathered by other media or organizations, we always attribute the source.

For photos and videos, we apply reverse image search, metadata analysis, geolocation, and event chronology; illustrations and reconstructions are labeled as such.

Content generated or edited using AI undergoes full factual review by our editors prior to publication.

We are open to external fact-checking: if readers, government agencies, companies, or public figures flag inaccuracies, we investigate them and, where confirmed, publish corrections with appropriate explanation.

Transparency of the Evidentiary Record. In the course of investigative reporting and complex analytical projects, ZN.UA strives for maximum openness. Within the bounds of security constraints, we provide readers with access to primary data, copies of documents, and links to the registers on which our conclusions are based. We do not simply ask readers to take our word for it — the editorial team provides the tools for independent verification of our findings.

Reasoning Standards

ZN.UA proceeds from the understanding that verified facts, on their own, do not guarantee sound conclusions. Errors of interpretation, oversimplification, or logical fallacies can distort reality no less than unreliable information.

We distinguish between fact, interpretation and assessment. A fact is information that can be verified. An interpretation is an explanation of facts, grounded in logic, context, and additional data. An assessment is a subjective judgment that is not subject to verification.

In news reporting, we refrain from interpretation, limiting ourselves to verified facts and necessary context. In analytical pieces, interpretation is permissible, but it must be intellectually honest, well-reasoned, and grounded in established facts.

We avoid common logical errors and oversimplifications, including:

Substituting correlation for causation;
Drawing conclusions from an incomplete set of facts;
Selectively presenting facts to support a predetermined position;
Treating assumptions as proven claims;
Overstating the role of individual factors without accounting for alternative explanations.

When multiple explanations of an event or situation are possible, we do not present one of them as the only correct one without sufficient grounds. In such cases, we either present alternative interpretations or explicitly note the limitations of available information.

We acknowledge the boundaries of our knowledge and, when data is incomplete, we say so clearly to the reader. This is part of our accountability — and a safeguard against manipulation.

No Bylines Policy

ZN.UA publishes materials under the name of an author, a group of authors, or an organization. We take pride in our knowledgeable contributors, who are recognized figures in their professional communities. Each of our authors has a public profile on the publication's website, listing their name, position, social media profiles or Wikipedia page, and any additional information the author chooses to include.

Exceptions are rare and permitted only in clearly defined circumstances:

(a) When a piece or commentary reflects the official position of the publication and has been prepared collectively — in which case it is attributed to “The ZN.UA Editorial Team”;

(b) When disclosure of an author's name could pose a risk to the author or their family (wartime conditions, potential persecution, risk of forced dismissal) — in such cases, a pseudonym may be used.

The decision to publish a piece under a pseudonym is made by the editor-in-chief, following an assessment of the risk to the author and on the basis of the conditions set out above.

The absence of an author's name does not relieve the editorial team of responsibility.

Unnamed Sources Policy

There are situations in which people who possess information of genuine public importance cannot identify themselves without risk — of becoming targets of persecution, or of endangering others. Like most major international media that base significant reporting on information from unnamed sources, we believe that important public interest can, in certain cases, justify anonymity — but only under three clear conditions:

(a) The source's information is of genuine and significant public importance (the assessment of public significance is made by the relevant section editor together with the editor-in-chief);

(b) The source demonstrably possesses information of public importance (this is confirmed by their place of work, position, documents, or records; the source's identity and the reliability of the information are verified by the section editor; and copies of documents cited in the publication are retained by the editorial team);

The use of anonymous sources cannot serve as a basis for lowering verification standards or for presenting facts in a manipulative way. We maintain the same requirements for accuracy, completeness, and context regardless of whether a source is named.

Anonymity is an exceptional option. We do not disclose our sources and protect them by all lawful means.

Digital Hygiene and Security. The editorial team uses modern cryptographic protection and secure communications channels for contact with confidential sources. We advise our sources on security protocols in order to minimize the risks of digital surveillance. Protecting a source is, for us, not only a legal responsibility but a technical one as well.

Artificial Intelligence Tools Policy

ZN.UA's policy on the use of AI tools rests on a simple principle: AI is a capable but supporting instrument — the core intellectual work is performed by the journalist, the human being.

All editorial decisions — the selection of topics, the interpretation of facts, the development of narratives and proposals — as well as ultimate responsibility for content, remain with people. We use generative systems with care, and only where they genuinely improve the process of creating and distributing original journalism. Every AI-generated output is subject to human review for accuracy, editorial appropriateness, and freedom from hallucinations and bias.

We permit the use of AI for planning, drafting, supplementary context research, transcription, translation, terminology alignment, preliminary data analysis, and technical tasks.

We also use AI tools to create illustrative images and videos for our materials. Such images and videos are not documentary evidence of events, do not simulate actual photographs or footage, and are always labeled with a clear notation: “Created using [AI tool name] at the request of ZN.UA.” ZN.UA uses such materials in accordance with the terms of use of the relevant AI tools and applicable law.