Editorial Policy

Our commitment to independence

Look Into researches what things really cost UK households and checks the claims made about the products they buy. Every page is written for the reader first. Advertising, sponsorship and affiliate commission do not decide what we publish or what we conclude.

This policy covers who makes editorial decisions, what we do and do not claim, how we make money, how we handle conflicts of interest and how we correct mistakes. How we run investigations is set out separately in our investigation standards.

Who decides

Look Into is a small independent publication run by its founder, who makes every editorial decision and has the final say over what is published. Look Into is published by Whito Ltd, registered in England and Wales, company number 10918465.

• No advertiser, affiliate partner or sponsor can pay for coverage, a better ranking, a kinder verdict or a place in our picks.
• We never send content to a brand for approval before publication.
• Picks follow the evidence, not commission rates. If the best option is not sold through one of our affiliate partners, we still say so and link to it without earning anything.

What we do and do not claim

Our guides, indexes and investigations are desk research. We read makers' published figures, retailer listings, official data and the regulations that apply, and we show the arithmetic. We do not claim to have handled, used or tested a product unless we actually have, and each investigation labels every figure by where it came from. If we ever run hands-on tests, we will publish the test protocol before the results.

How we make money

Look Into is free to read. It earns money in three ways, each explained in full on how we make money:

• Affiliate commission. Some buying guides link to retailers such as Amazon. If you buy after clicking, we may earn a commission at no extra cost to you. We are a participant in the Amazon Associates Programme, and pages with affiliate links say so.
• Quote introductions. If you ask us to compare quotes, for example for a stairlift or solar panels, the providers we introduce you to may pay us a fee. You never pay us anything.
• Labelled sponsored features. Some buying guides may carry one sponsored feature, marked as an advertisement and naming the brand that paid. It sits below our picks and method and is never one of them.

Pages that recommend no product, including our investigations, claims audits, cost indexes, methodology and corrections, carry no affiliate links, no quote forms and no sponsored features.

How we use AI tools

Look Into uses AI tools, including Claude, to help gather research, run the arithmetic and draft pages. They do not replace the evidence: every figure comes from a source linked on the page, and the working is shown so anyone can check it. The editor sets the rules every page follows, decides what is published and reviews investigations before they go live. If an AI tool gets something wrong and it reaches a page, it is corrected like any other error.

Conflicts of interest

We do not accept gifts, free products or hospitality in exchange for coverage. If anyone working on a page has a personal or financial relationship with a company it covers, the page says so. If we are ever sent a product, the page will say that too.

Corrections

When we get something wrong, we fix it and say so. A correction to a figure, a finding or a recommendation is noted on the page with the date and what changed. Price changes are dated on the page rather than silently overwritten, so you can see when a figure moved. Typos and broken links are fixed without a note.

To report an error, email hello@lookinto.co.uk with the page and the figure you think is wrong. We check it against the source and reply.

Keeping pages current

Each guide and index shows the date its prices and specifications were last checked and, where a re-check is booked, the date of the next one. That date only moves when the page has genuinely been re-checked, not when it has merely been edited.

Contact

Questions about this policy or about how a page was made: hello@lookinto.co.uk.

Last reviewed 1 November 2026.