Editorial policy

What we publish

Fluffyfavourites publishes brand profiles, operator group guides, comparisons, ownership updates and explainers. Each article answers one clear question for a newcomer and is written by our Research Desk.

How facts are chosen

Every specific claim about a brand, a company, a licence or a deal must come from a source we have read. We prefer primary sources: a group's own brand page or annual report, the original deal announcement and the Gambling Commission's public register. News reports may help us find a story, but we look for the original document before relying on a detail.

Relationships between brands

We never infer common ownership. Two brands are described as sister brands only when a group says it owns both, or when a completed deal confirms it. A shared licensee, shared software, similar design or a shared address is described for what it is and not presented as proof of ownership.

Dates and news

Ownership updates carry the real date of the announcement and, where it has happened, the date of completion. An agreed deal is not reported as complete, and an older event is never presented as new.

Independence from the companies we cover

The brands and groups we write about do not review articles before publication and cannot pay to change what we say about them.