Reuters Launches “Pure News” Campaign to Combat Misinformation

Reuters has unveiled a new brand campaign in the United States titled “Pure News, Straight from the Source,” aimed at highlighting the critical importance of independent, agenda-free journalism in today’s complex media environment.

Launched on October 30, the campaign arrives at a time when misinformation and disinformation continue to proliferate globally, making it increasingly difficult for consumers to distinguish fact from fiction. According to the 2025 Reuters Institute Digital News Report, more than half of global respondents expressed concern about the authenticity of online news, with American consumers showing particularly high levels of worry at 73 percent.

The centerpiece of the campaign is a visually striking film that employs water as a metaphor for news integrity. Just as water becomes murkier the further it travels from its source, the campaign suggests that information similarly degrades as it moves away from original reporting. The film depicts an alternate reality where people consume cloudy water, symbolizing the murky information landscape many navigate daily.

“In an era of information overload and growing skepticism about media, Reuters stands as a beacon,” said Paul Bascobert, President of Reuters. “Our mission has never been more critical – to deliver facts and rigorous analysis and to shed light on the truth without fear or favor.”

The production combines cinematic techniques, generative AI, and authentic Reuters footage to create a powerful narrative. In an intentional artistic choice, AI technology was used to transform clear water into cloudy visuals, highlighting how the same technology can produce convincing but false imagery. This deliberate contrast underscores the campaign’s core message about the necessity of trusted news sources in the digital age.

Reuters holds a unique position in the global media landscape with its network of 2,600 journalists reporting from 200 locations worldwide. This extensive on-the-ground presence enables the organization to deliver news directly from where events unfold, adhering to the Thomson Reuters Trust Principles that have guided its reporting for nearly 175 years.

The campaign also draws attention to Reuters’ strict editorial guidelines, which prohibit the creation of photos and videos using generative AI in news coverage. This policy stands in stark contrast to the growing concerns about synthetic media and deepfakes that have eroded trust in digital content.

“Subscribing to Reuters.com provides a direct link to pure, trusted journalism,” said Josh London, Head of Reuters Professional. “In a world craving certainty, we offer consumers access to facts, reported independently and accurately.”

Created by brandtech creative innovation company Gravity Road, the campaign was directed by BAFTA-nominated filmmaker Ivan Bird, known for his cinematography on acclaimed advertising projects. Strawberry Frog handled media planning and buying for the nationwide campaign.

Mark Eaves, co-founder and CEO of Gravity Road, drew a compelling parallel between news consumption and food safety: “We scrutinize the sources of the food and drink we consume — where we demand transparency, traceability and purity. So why should we be less concerned with the sources of the news we intake?”

The campaign comes at a pivotal moment for journalism, as news organizations worldwide grapple with declining trust, technological disruption, and economic challenges. Reuters’ initiative represents not just a branding effort but a broader statement about the value of professional journalism in an era when information sources have multiplied exponentially.

With its emphasis on purity, transparency, and direct sourcing, Reuters aims to position itself as the definitive destination for consumers seeking reliable information amid the growing noise and uncertainty of today’s media landscape.