Editorial Guidelines
Last updated: April 2026
Brown Brothers Media publishes across multiple editorial sites. These guidelines apply to all of them. They describe how we make decisions about what to publish, how we verify information, and what we do when we get something wrong.
1. Research and Sources
Every factual claim in our articles should be traceable to a source. Writers are expected to link to primary sources where possible. We prefer peer-reviewed research, official reports, and reporting from established news organisations.
When we cite statistics, we include where they came from. When we reference a study, we link to it. When a claim cannot be independently verified, we say so. Phrases like “studies show” or “experts say” without a specific citation do not meet our standards.
External links in our articles point to the original source material. We do not link to aggregator sites or secondary reports when the primary source is available. All external links are verified as functional before publication and checked periodically afterward.
2. Editorial Review
Articles go through multiple stages before publication. A writer researches and drafts the piece. An editor reviews it for accuracy, clarity, and tone. A separate check verifies that external links work and sources are correctly attributed.
For sensitive topics, particularly health, legal, and financial content, we apply additional scrutiny. Claims in these areas are cross-referenced against authoritative sources and flagged if they cannot be adequately supported.
After publication, articles are subject to automated quality checks that scan for broken links, unverified citations, and factual inconsistencies. Articles flagged by these systems are reviewed by an editor and corrected where necessary.
3. Use of AI Tools
We use AI tools as part of our editorial workflow. They assist with research, identifying relevant sources, drafting initial outlines, and flagging potential factual errors during the review process. Every article is reviewed, edited, and approved by a human editor before publication.
AI does not make editorial decisions. It does not choose what we cover, what angle a story takes, or what gets published. Those decisions are made by editors. AI is a tool in the process, not a replacement for editorial judgment.
Specifically, we use AI for:
- Research assistance and source discovery
- Draft generation, which editors then substantially rewrite and verify
- Fact-checking support, where AI flags claims for human verification
- Post-publication quality audits (broken links, source verification)
We do not use AI to fabricate quotes, invent sources, or generate content that is presented as first-hand reporting. If an article substantially relies on AI-assisted drafting, the human editor who reviewed it takes editorial responsibility for its accuracy.
4. Corrections and Updates
We make mistakes. When we do, we correct them openly.
If a factual error is identified in a published article, we update the article and note the correction at the bottom of the page. If the error is significant enough to change the meaning or conclusions of the piece, we note it at the top. We do not silently edit articles to remove errors without acknowledging the change.
Minor errors (typos, formatting, broken links) are fixed without a correction notice. Substantive errors (wrong statistics, misattributed quotes, factual inaccuracies) always receive a visible correction notice with the date of the correction.
Readers can report errors or concerns by contacting us at [email protected].
5. Content Standards
Our publications do not accept paid content disguised as editorial. Sponsored content, where it exists, is clearly labelled. Advertisers do not influence editorial decisions or have approval rights over articles.
We avoid sensationalism. Headlines should accurately represent the content of the article. We do not use misleading thumbnails or clickbait framing designed to trick readers into clicking.
Our content should be respectful of readers regardless of their background, identity, or beliefs. We do not publish content that targets or demeans specific groups.
6. Writer and Contributor Standards
Writers working with Brown Brothers Media are expected to produce original work. Plagiarism is grounds for immediate termination. All submitted work must be the writer’s own, though AI tools may be used as research aids under editorial oversight.
Contributors should disclose any potential conflicts of interest relevant to their subject matter. Writers are not permitted to cover companies, products, or organisations in which they have a financial interest without disclosure.
7. Editorial Independence
Brown Brothers Media is a privately held company. We are not owned by or affiliated with any of the companies, organisations, or individuals covered in our publications. Our revenue comes primarily from display advertising, not from the subjects of our coverage.
Editorial decisions are made independently of our advertising relationships. Advertisers are not informed of upcoming coverage and do not receive preferential treatment in our reporting.