ABSTRACT Despite journalism’s commitment to ethical principles such as accuracy, humanity and diversity, compliance with the gender perspective in content is still minimal in approximately one hundred countries. This inequality reinforces misperceptions, imbalances, and perceived differences between men and women. To address this situation, from 2010 to 2021, eight Spanish media companies appointed a new editorial position responsible for self-regulating gender equality. This qualitative study focused on 10 journalists who currently exercise or have exercised that job, to detect, describe and (...) propose the implementation of this new professional role. This study suggests that gender editing has advanced equality in parity of sourcing and the presence of women in the opinion sections, but implementation of equality in overall content is more difficult. Gender editors’ daily work is hampered by a lack of management support and an absence of independence in editorial decisions. (shrink)