Editorial independence

Every brand is assessed under the same methodology. No brand receives preferential evidence standards or advance editorial control.

Our commitments

Rankings, conclusions and criticism are not changed in exchange for payment, products, advertising or commercial advantage.
The same evidence rules apply to every included brand.
Ordinary retailer links are not endorsements.
Marketing statements are labelled as claims until the relevant evidence is assessed.
Material connections that exist now or arise later are disclosed clearly and near the affected content.
Corrections and profile review dates are visible.

Commercial relationships

No brand receives the right to approve a profile before publication. If advertising, affiliate links, free products, ownership, employment, consulting or another material relationship is introduced, it must be disclosed and kept separate from editorial assessment.

Conflicts

Anyone contributing to research must disclose a relationship or incentive that a reasonable reader could consider relevant. Where a conflict cannot be managed through disclosure and independent review, the contributor should not make the final assessment.

Evidence over reputation

Brand size, popularity, customer sentiment and commercial prominence do not substitute for claim-specific evidence. Likewise, missing evidence is described accurately and is not automatically characterised as dishonesty.