What South African Podcasters Can Learn from SmartLess Mobile
19 June 2025
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A few weeks ago, we published an article titled Podcasting with Integrity, which explored the values that underpin great podcasting: Honesty, transparency, fairness, and respect.
It struck a chord.
The response from South African podcasters was clear: ethical podcasting matters, and people are hungry for a standard they can trust.
Now, that standard exists.
The South African Podcasters Guild (SAPG) has officially released the South African Podcasters Pledge, a living document that outlines a code of conduct for creators across the country.
This milestone didn’t happen in a vacuum.
It was shaped by collective insight, community feedback, and a shared desire to grow podcasting into a credible and respected medium in South Africa.
We’re proud to say Baird Media played a role in this development.
When a discussion about ethical podcasting was first discussed in a SAPG Whatsapp group, it was Hendrik Baird (co-founder of Baird Media) who suggested formalising these values into a clear, public-facing pledge.
This sparked intense debate and the initial drafting process.
Over the following weeks, the conversation grew, with Guild members contributing ideas, refining principles, and ensuring the pledge reflected both creative freedom and ethical responsibility.
A meeting of Guild members was convened and SAPG CEO Jonathan Warncke deftly guided the discussion, resulting in Hendrik’s draft being incorporated in a draft pledge that Jono compiled after extensive consultation with other role players in the industry.
The final result is a document that champions accuracy, consent, transparency, and respect for diversity.
These are values we’ve always upheld in our work and teaching.
In a global industry where trust can be hard to earn and easy to lose, having a shared pledge sends a powerful message: South African podcasters are serious about their craft.
The pledge helps listeners know what to expect.
It helps brands understand who they’re aligning with.
It helps new creators enter the space with clarity and confidence.
And for professionals working behind the scenes (producers, editors, marketers) it offers a baseline for ethical decision-making and accountability.
Most importantly, it’s not about rules.
It’s about culture, creating an environment where podcasting in South Africa grows with credibility and care.
At Baird Media, we’ll continue to support this effort by promoting the pledge, encouraging all our clients to sign it, and integrating its principles into our training programs; especially the Podmaster™ Startup Program, which is designed to guide new podcasters from idea to launch.
We also encourage other podcast production companies, agencies, and collectives to adopt the pledge.
The more unified we are, the stronger our industry becomes.
View it here: The South African Podcasters Pledge
Want help launching your podcast the right way?
Explore our services: baird.media
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