The inaugural European Media Accountability Index saw Finland follow Norway in second place. As a professional strategy, the insulation of newsrooms seems well suited to the immediate problem at hand, the harassment of journalists. Workable notions of the transparency norm have had an impact on online news organisations for many years, nevertheless, the diffusion of the so-called media accountability instruments and their efficacy has been detained by the uncertainty of the future of journalism. The chapter focuses on how journalists and news media in Finland have explained and responded to the fake news phenomenon. Despite the high-profile cases of fake news in political communication, the origins of the phenomenon are usually traced back to the margins of society. Journalistic boundary work echoes traditional ideas of professionalism where powerful external actors and audiences are kept at arm’s length. Algorithmic audience analysis poses problem for journalism by creating new theories of the audience.