The Windhoek Observer is an independent newspaper, not linked to any political party and, irrespective of its independent thinking, pursues the objectives of developing common interests in the ranks of a diversity of language groups, and of combating such practices as indifference to environmental and wildlife.

The newspaper is known as a voice against all injustices and malpractices, and its policies in respect of news dissemination are based on the principle of Concealment is Poison.