Editorial Code

Why does Karfu need an Editorial Code

As a Certified B Corporation, Karfu is legally required to meet the highest standards of social and environmental performance, accountability and transparency.

Karfu’s Founding team agreed to create a formal Editorial Code, to ensure that people using the website could be clear on our Editorial stance and how this impacts our commercial needs. 

Our CEO, Samuel Ellis, is responsible for carrying out and applying this Editorial Code.

Karfu’s Editorial Code

Karfu operates in accordance with this Editorial Code, our statement on Impartiality and our Ethos:

Karfu will be editorially independent. We will focus on helping consumers and businesses first and this will prevail over our commercial objectives or those of the providers we work with.

The reporting lines of Karfu’s Editorial and Commercial teams remain separate to allow us to maintain an independent editorial stance. 

Karfu’s CEO shall control all editorial decisions made in relation to and its editorial strategy.'s forum will be operated in a consistent manner to focus on helping consumers first. Karfu’s CEO shall oversee the website’s forum strategy. 

Karfu’s CEO will determine any content on the website and in any email, printed publications and reports. The CEO shall ensure the design of the website, all products, services, mobile applications and tools provided by the website from time to time (Karfu’s Content) are consistent with our strategy of helping consumers and businesses first. 

Karfu’s CEO (and authorised spokespersons) may comment freely on all issues consistent with the website's role as a consumer campaigning website, regardless of whether such views differ from those of our Commercial team. Such comments shall be made in an objective manner consistent with Karfu’s strategy of helping consumers and businesses first.’s Content shall continue to be researched, written and approved by the Editorial team according to journalistic methods and in an objective manner in order to identify the money saving techniques, products and services that we consider to be the preferred option for users consistent with our strategy of helping consumers and businesses first.

Third party providers shall not be able to pay for or otherwise agree sponsorship or advertising space on shall continue to highlight to its users how it is financed. Where uses an affiliate link (a link that can result in a payment to the website) it will, wherever practicable, continue to provide an alternative unpaid link to an identical product or service on the same page. will highlight and remind users (via our communications or website navigation) of Content that generates revenue, provided this does not impact the editorial stance which shall continue to be determined in an objective manner consistent with’s strategy of helping consumers and businesses first, not providers. 

For more information, see how is Karfu financed.

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Sam Ellis 28/09/22