Principles, Values & Independence
Direction & Approach
Ertu að fá’ann is an independent media platform and knowledge hub built on experience, critical thinking, and respect for nature.
We focus on facts, data, and informed perspectives — with the goal of strengthening anglers, supporting wild salmon conservation, and building a community that endures.
We maintain a clear distinction between facts, interpretation, and opinion.
Data is used where relevant, and conclusions are based on evidence, experience, and careful analysis.
Our Role
- provide reliable information on salmon and trout fishing
- create a platform for informed and constructive discussion
- promote professionalism and knowledge within the fishing community
- support conservation and sustainable use of natural resources
Vision
To build a strong, editorially driven niche platform that thrives on quality — not noise — and becomes a leading knowledge hub for anglers.
Core Values
Credibility
We are built on facts, transparency, and accountability.
Professionalism
Our content is created from experience and deep knowledge of the field.
Respect
We respect nature, our readers, and differing viewpoints.
Long-Term Thinking
We build lasting value and a community for the future.
Editorial Policy
- Clear separation between news, opinion, and sponsored content
- Sponsored content is always clearly labeled
- Errors are corrected
- Personal attacks are not tolerated
- Conflicts of interest are disclosed
Editorial decisions are guided by data, experience, and professional judgment — not financial interests.
Independence
Ertu að fá’ann is an independent platform and is not owned by, or influenced by, interest groups, companies, fishing associations, or other stakeholders within the industry.
The editorial team operates independently from advertisers and partners.
Collaborations do not influence coverage, opinions, or editorial decisions.
Our goal is to uphold professionalism, transparency, and credibility — regardless of external pressure or short-term interests.
Long-Term Vision
Ertu að fá’ann is a focused, editorial niche platform built on credibility, transparency, and knowledge.
Our goal is to create a platform that thrives on quality — not trends — and builds long-term value and trust within the angling community.
The long-term strategy is to develop a sustainable and financially independent platform, driven by community, knowledge, and a unique position within the Icelandic fishing world.
We believe that quality, knowledge, and trust are a stronger foundation than speed and clicks.
Editor & Responsibility
Editor-in-Chief / Publisher
Sigurður Héðinn
📩 siggi@ertuadfann.is
📞 +354 834 4434
Official Registration
Ertu að fá’ann is a registered media platform under the Icelandic Media Commission (Fjölmiðlanefnd).
View official registration at Fjölmiðlanefnd →