TODAY, this newspaper joins forces with local and regional titles across the UK to launch a campaign to fight fake news.

As we approach the General Election, the need for independent local newspapers and their websites to report and explain the issues in an entirely neutral, honest and balanced way is essential.

This approach is in keeping with their ethos of always seeking to provide trusted news, campaigning on behalf of their communities, giving advertisers respected platforms to promote their services, exposing wrongdoing and ensuring the voice of residents and the business community is heard.

In the past 12 months there has barely been a single global event that has not been infected by the suggestion that entirely fabricated information designed to deceive had been circulated indiscriminately via social media.

Fake news takes many forms. At its most extreme and democratically destructive, it comprises deliberately and maliciously contrived statements which are cynically distributed in the guise of real news with the aim of deceiving for political or financial gain.

More frequently, it is an unsubstantiated rumour posted on social media sites which rapidly gains credence. Unlike social media, this newspaper and its website are accountable for every single word we publish.

We have signed up to a comprehensive Editors’ Code of Practice. As a result, virtually all the content that we generate ourselves is produced by journalists trained by the National Council for the Training of Journalists.

Every word they write is checked in local newspaper offices by qualified, senior experts and if we do make a genuine mistake, you can contact us immediately.

We are honest brokers of local information, upholding the values that you share with us, seeking always to do the right thing.

That all costs money. When you buy our paper or advertise with us you are supporting the very journalism and quality that keeps integrity at the heart of all we do. With pride, we provide trusted news and honest advertisement platforms and thanks to the tireless diligence of our editorial staff you can be confident that our stories are always exactly what they purport to be: the genuine article. Fact – not fake.