Our job is to make a strange, fast-changing category easier to understand without borrowing certainty from its marketing.
Research before recommendation
Product specifications, availability and service requirements must be supported by a dated primary source before they appear as facts in a finished product guide. Unknowns stay unknown.
Clear limits
We distinguish published-specification comparisons from physical product experience. Care and companionship articles do not make medical claims. Children's guides point readers to the maker's current age and supervision guidance rather than inferring suitability.
Independence
Affiliate relationships do not decide what we cover or which criteria we use. Paid links are labelled and handled under our advertising disclosure.
Language
We write in plain British English. We avoid artificial urgency, unearned superlatives and filler. A useful warning is worth more than another feature list.