Principles

Content and editorial responsibility

Mediatomaatti media properties can cover very different subjects. Informational content, health topics and entertainment do not require the same approach, but users must not be misled.

When content relies on external information, we aim to use suitable sources and present claims according to the strength of the evidence. We do not present guesses as facts or deliberately build misleading clickbait.

The purpose and angle of editorial content are decided according to the media and its audience. Commercial collaboration does not automatically give the advertiser control over ordinary editorial content.

Advertising and commercial content

Advertising must be identifiable, honest, equal, lawful and respectful of the user. The advertiser and commercial relationship are made understandable, and advertising is not disguised as editorial content.

We do not accept advertising that misleads, makes unsupported promises, imitates interface warnings or seeks to exploit user uncertainty. Ads must not unnecessarily cover content or prevent normal use of the site.

Sponsored content can be implemented as an article, guide or other content, but its commercial nature is clearly labelled. Mediatomaatti may request sources for claims, require changes to the material or decline publication.

Health and other sensitive topics

Responsibility increases with the seriousness of the topic. In health, patient and other subjects affecting user wellbeing, we apply greater care than usual to both editorial and commercial content.

Mediatomaatti is not a healthcare provider, and ordinary feedback or advertising interactions are not intended for collecting an individual user’s health data. We do not accept a health-related commercial claim simply because someone is paying for it.

Privacy, tracking and technical implementation

Not every technically possible form of tracking needs to be used. Our advertising system is not built by default around user profiles, fingerprinting, combining browsing history or cross-site tracking at an individual level.

By default, advertising material may not contain unrestricted advertiser JavaScript, iframe code or third-party tracking tags. Technical campaign reporting can be implemented at an aggregate level without building an extensive individual-level customer journey.

Errors, corrections and feedback

Errors can happen. What matters is how we respond. When we identify a material factual error, we aim to correct it within a reasonable time and update the information so the old error is not intentionally left in place.

Feedback about content, ads and service operation can be sent through our contact channel. However, we do not ask you to include sensitive health information or other unnecessary personal data in feedback.

Case-by-case assessment

Not every situation can be solved with a single blacklist. When needed, we assess content and campaigns as a whole: what is being claimed, in what environment, to whom and in what way.

We may decline content or a campaign even if it is technically possible to implement. A commercial opportunity alone is not sufficient reason to publish.