Transparency First
We clearly disclose our evaluation criteria, methodology, and any commercial relationships. No hidden agendas or undisclosed partnerships influence our recommendations.
Ethical Comparison Standards
Our transparent framework for responsible platform evaluation and recommendation.
Core Ethical Principles
Impartial Assessment
Platforms are evaluated against consistent, objective criteria. Financial incentives never compromise our independent analysis or ranking integrity.
User Protection Focus
We prioritise platforms with robust security measures, clear terms, and responsible engagement tools. User safety guides our recommendations.
Evaluation Methodology
Initial Screening
We verify UK Gambling Commission licensing, company registration, and operational history. Platforms without proper authorisation are excluded from consideration.
Technical Assessment
Our team examines platform security protocols, software reliability, mobile compatibility, and customer support responsiveness through hands-on testing.
Offer Analysis
We evaluate promotional terms for fairness, wagering requirements, and realistic value. Misleading or excessively restrictive offers receive negative weighting.
User Feedback Integration
We monitor multiple review sources and complaint resolution patterns. Consistent user experiences influence our final assessments and rankings.
Ongoing Commitment
Our ethical framework is regularly reviewed and updated to reflect industry developments, regulatory changes, and evolving user expectations. We welcome feedback on our practices and remain dedicated to maintaining the highest standards of integrity in platform comparison.