Deloitte, a global leader in audit, consulting, and financial advisory services, has played a crucial role in the JTI certification process. With a commitment to transparency and media integrity, Deloitte has assessed over 50 media outlets worldwide, helping to ensure journalistic standards are upheld. During an interview with Ed Pettigrew, a JTI assessor at Deloitte, he shared insights into his experience with JTI certification, its impact on media organizations, and the future growth of the initiative.
“We’ve been involved in this process since its early stages, around 2020 or 2021, and have conducted over 50 assessments—more than any other organization. Our experience covers a diverse range of media outlets, from small independent publications to large global news organizations.”– Edward Pettigrew, Director at Deloitte Australia
Could you tell us a bit about yourself and your role at Deloitte?
I work at Deloitte alongside my colleague, we are assessors within the JTI program. Our role involves evaluating media outlets that apply for JTI certification. I frequently use the JTI platform to review submissions and transparency reports, ensuring they meet the required standards. We also handle the certification process itself, verifying the credibility of organizations seeking JTI certification.
We’ve been involved in this process since its early stages, around 2020 or 2021, and have conducted over 50 assessments—more than any other organization. Our experience covers a diverse range of media outlets, from small independent publications to large global news organizations.
What motivated Deloitte to participate in JTI certification?
Our involvement began when JTI was looking for a globally recognized audit firm to establish credibility and trust in the certification process. Deloitte’s reputation in auditing and compliance made us a strong partner for this initiative. Our group leader had an existing connection with Reporters Without Borders (RSF), which played a role in bringing us on board. Since then, we have worked closely with JTI, conducting numerous assessments to help media outlets demonstrate their commitment to transparency.
How do you see JTI evolving in the future?
One of the challenges JTI faces is accessibility—since the certification process is not free, affordability varies among organizations. Ideally, we want to see a broader range of media outlets participating, not just the larger ones with more financial resources, but also smaller and independent outlets that could benefit from enhanced credibility.
There is still significant potential for growth in regions like Asia, including India, China, Hong Kong, and Southeast Asia, as well as in Australia and New Zealand. While JTI has gained strong traction in Europe, expanding into these markets will be key to increasing its global impact.
What are the key benefits for media outlets that obtain JTI certification?
JTI certification serves as a powerful reputational tool. Media outlets that achieve certification can showcase their commitment to ethical journalism and transparency. Many organizations publicize their certification on their websites, reinforcing trust with their audiences and distinguishing themselves in an era where misinformation and fake news are growing concerns.
While the benefits may not always be quantifiable, JTI certification provides a mark of credibility that signals to readers, advertisers, and stakeholders that a media outlet upholds professional journalistic standards. This, in turn, can enhance their public image and industry reputation.
