I would propose a system of certification for media articles in which there is a clear issue of social responsibility – a kitemark of quality assurance. It would be awarded by teams of academics, and be given to the article, not the journalist, recognising the facts, not the sometimes spurious credibility of being a “personality”. It would be awarded when the article is accurate, using reliable sources and peer reviewed studies. There already exists the Climate Science Rapid Response Team, which answers journalists’ questions to help them achieve accuracy. The formality of certification is necessary, though, for the reader to know whether to trust an article. Accuracy must not only be achieved, but be seen to have been achieved.

The certification should be voluntary. I’m not against entertainment: if someone wants to read nonsense-mongers, let them, but I resent the appearance of parity between two articles on an issue as serious as climate change when one article is actually gibberish masked in pseudoscience and the other is well informed and accurate.