Editorial standards

VETTDD publishes interviews, analysis, columns and news about UK B2B technology for the people who run and lead UK businesses: managing directors, chief executives, boards, founders and senior leaders at SMB and mid-market organizations. It covers eight sections: The Channel, Artificial Intelligence, Cybersecurity, Infrastructure & Telecoms, Leadership & GTM, People & Talent, Fintech and SaaS. These standards explain how we decide what to publish, how we write it and how we keep editorial work separate from the commercial side of the business.

Who we publish

We choose interviewees and contributors for what they have built and what they know, not for their job title or their marketing budget. Before we publish anyone for the first time, we check who they are, the role they hold and the claims they make about their track record.

No one can pay to be interviewed in our editorial pages. Paid interviews exist, and they are labeled as partner content (see below).

Every article has a byline

Every article carries a byline. Columns from outside contributors always carry the contributor’s name, and every contributor has a profile page listing their role and their other work on VETTDD. Articles written by VETTDD itself carry the byline ‘Editor’, for our editorial desk, which has its own profile page and answers for everything it publishes.

Each article is labeled with its format so you know what you’re reading:

• Interview: a conversation with a named leader, written up by VETTDD. The views quoted are theirs.
• Column: an argument from a named contributor or from VETTDD’s editorial desk. The views are the author’s own.
• Analysis: VETTDD’s own reading of events, trends or data.
• The Brief: short news from any of our eight sections: the facts, the key quote and what it means for the people affected.

Quotes and interviews

Quotes are the interviewee’s own words. We may shorten them or tidy spoken grammar, but we don’t change their meaning or put words in anyone’s mouth. Interviewees may check their quotes and any facts about their company for accuracy before publication. They don’t approve the headline, the framing or the rest of the article.

Facts and sources

We check the facts we publish. Where a claim rests on a report, a survey or a company’s own figures, we say where it comes from, and long-form articles list their sources at the end. If a company tells us something we can’t verify, we attribute it to them rather than stating it as fact.

Partner content and advertising

VETTDD is free to read and is paid for by advertising and partnerships. We keep that money away from editorial decisions:

• Articles paid for by a company are labeled Partner content at the top of the page and on every card that links to them. Links in partner content are marked as sponsored for search engines.
• A Tech Zone is a hub for one company. When a company pays for its zone, the page says so. Our own articles in a zone are written independently.
• Advertisers and partners don’t see or approve our editorial articles before publication, and buying advertising doesn’t buy coverage.
• Advertisements are labeled and kept visually separate from articles.

The VETTDD 50

Anyone can nominate a leader for the VETTDD 50, including themselves. Entries are researched and chosen on evidence by the VETTDD editorial team. A headline partner can support the list, but partners and advertisers have no say in who is included or where they appear.

Corrections and complaints

If we get something wrong, we correct it openly. Our corrections policy explains how, and lists every significant correction we have made. To raise a concern about something we published, use the contact form and choose Editorial.