Editorial Standards
Morningfold is read because of trust. These are the rules we work to so that trust is earned, not assumed.
The picks come first, the commercial relationships come second
We choose what to recommend before we check whether the brand has an affiliate programme. If a free or commission-free tool wins, we say so, even when a paying alternative would put money in our pocket.
Editorial rankings are never affiliate-weighted. Low-commission tools regularly outrank high-commission ones in our editions, because that's what testing shows.
Every product is tested before it's recommended
We use the product for at least a week before featuring it. Where the product is a service (banking, broadband, telecoms), we use real accounts, real money, and real switching processes, and we describe the experience honestly, including frictions. If we haven't used it, it doesn't appear.
For categories where extended use isn't possible (e.g. Life insurance), we are explicit about the limit of testing and rely on documented terms, FCA registration, and customer ombudsman data rather than personal experience.
Disclosure is up-front, not hidden
When a link in a Morningfold article or email earns us commission if you click and buy, the article says so, at the link, not buried in a footer. The phrase you'll usually see is: "Affiliate link, Morningfold earns a commission if you sign up."
The presence or absence of an affiliate relationship does not change our recommendation. The disclosure exists so you can weight the recommendation as you see fit.
We correct mistakes publicly
If we get something wrong, a price, a feature, an availability claim, we correct the article and add a dated note at the bottom explaining what changed and why. Corrections aren't quietly edited away.
We don't write what we haven't read
Background research is supported by AI tools, but the final article is written and edited by a human (James Walker). Generated drafts never go out unedited. If a piece relies on a third-party study or report, that source is linked.
What we won't promote
There are categories we will not recommend regardless of commission rates:
- Products marketed on health claims that aren't backed by independent evidence
- Gambling, sports betting, or casino services
- High-cost short-term credit ("payday loans") or anything functionally similar
- Adult content
- Anything sold via misleading testimonials, fake scarcity, or pressure tactics
Reader feedback shapes what we cover
If you've used a product we recommended and disagree with the verdict, we want to hear it. Email hello@morningfold.co.uk. Disagreements that change the verdict are noted in updated articles, with credit.
These standards apply to every article on Morningfold and every newsletter edition we send. If a piece doesn't follow them, that piece is broken, please tell us.
Last updated: April 2026.