The standards we publish by

Before creating a story, a journalist should be able to answer why it matters. Every story should provide at least one of: new information, original reporting, exclusive insight, expert interpretation, useful analysis, independent evaluation, a meaningful industry perspective, evidence of a new or changing trend, or practical intelligence for technology buyers and leaders. A company issuing a press release is not, on its own, a reason to cover it.

• News — important new information, quickly and clearly. No mandatory word count; as long as needed to explain the development, why it matters and the context. Move beyond the announcement wherever possible.
• Features — deeper reporting: original interviews, multiple sources, data, industry context, analysis, examples, buyer perspectives. Commonly 1,000–1,500 words, though editorial value matters more than word count.
• Analysis — explains what developments mean, distinguishing clearly between fact, evidence, interpretation, opinion and prediction.
• Opinion — may express a clear viewpoint but must be grounded in accurate information and presented as opinion, not reported fact.
• Thought leadership — genuine expertise, original thinking or useful argument, never disguised marketing. Commercially commissioned pieces are treated and labeled as sponsored content.
• Reviews and comparisons — fair, evidence-based and useful to buyers. Commercial relationships never determine conclusions; supplied products, travel or accounts are disclosed where relevant.

Headlines are accurate, specific, concise, interesting, useful and understandable without unnecessary jargon. Search terms may appear where natural, but the headline is written for readers. There is no rigid character limit where a longer title improves clarity.

Misleading clickbait · claims the story cannot substantiate · artificial curiosity gaps · sensationalism unsupported by the reporting · excessively long titles.

A standfirst adds value rather than repeating the headline: why the story matters, what has changed, who is affected, and the most important takeaway.

Use short paragraphs, meaningful subheadings, lists where genuinely useful, quotes, data, graphics, video or audio, and embedded primary material. Never break a story into sections merely for search-engine purposes.

Original reporting is one of our most valuable forms of differentiation. Journalists develop relationships across the buy side and sell side: technology buyers, CIOs and IT leaders, CX and workplace leaders, analysts, researchers, vendors, partners, consultants, academics, practitioners and industry bodies. Exclusive interviews and original commentary are actively prioritized.

Interview preference, in order: video, in person, telephone or audio, written correspondence. Written Q&A is occasionally appropriate, but live conversation generally produces stronger journalism. Giving a subject a general sense of an interview's direction is acceptable, and questions may be provided in advance where appropriate.

All substantive quotes are accurately attributed. When a source speaks directly to us, "told UC Today" appears at least once. Quotes originating elsewhere clearly identify the original source, with a link to the original interview, report, filing or research where appropriate.

Fabricated · materially altered · combined from separate answers misleadingly · taken out of context · generated by AI · presented as an interview when none occurred. Minor edits for clarity, repetition or verbal fillers are permissible where they do not change meaning.

Sources do not receive story approval for independent journalism. Journalists may verify technical details, facts, spellings, job titles and specific quotations; sharing an entire draft is exceptional and agreed with an editor. Interviews are on the record unless agreed otherwise. Anonymity is granted only where the information is genuinely newsworthy, there is a legitimate reason to protect the source, the identity is verified and the information can reasonably be trusted — and the story explains why, as far as reasonably possible. Editors normally know who anonymous sources are, and confidential source information is never exposed through insecure channels.

Work from primary material wherever possible: direct interviews, company announcements, regulatory filings, court documents, research papers, original reports, product documentation, official statistics, public datasets, conference presentations, earnings information and official statements. Secondary reporting can add context but never substitutes for available primary evidence.

Anything that is not common knowledge needs a credible source: interviews, primary documentation, research by credible experts, official datasets, trusted news organizations, regulatory and government sources. Collaboratively editable resources can point the way to research but are not treated as authoritative for publication.

Journalists may quote from a release where appropriate, making the origin clear. Wherever possible: verify significant claims independently, find the primary evidence, seek additional comment, explain why the announcement matters, and add context or analysis. Press releases are never copied and presented as original journalism; interviews and original reporting are preferred whenever practical.

Before reporting a study, survey or poll, ask: who conducted it, who funded it, what was the sample size, how was the sample selected, when was it conducted, what methodology and question wording were used, do the conclusions follow from the data, and does the organization have a commercial interest in the result? A press release describing research is not the research itself. Published stories include enough methodology for readers to judge the strength and limits of the findings, and informal audience polls are never presented as statistically representative.

Sample size alone does not determine quality; methodology and representativeness matter as much.

Every journalist is responsible for the accuracy of their work. Before publication, check where applicable: names, company names, job titles, dates, numbers, financial figures, product names, quotes, research findings, URLs, claims and technical terminology. Potentially damaging allegations require a higher level of verification and editorial review. Accurate information can always be added after publication; publishing inaccurate information creates far greater editorial and reputational risk.

Research discovery, brainstorming, interview preparation, transcription, summarization, data analysis, headline ideation, structural editing, grammar and copy editing, topic discovery, categorization, translation assistance. The journalist whose name appears on the story remains responsible for the entire published work, and all AI-assisted information that contributes materially is independently checked against reliable sources. AI output is treated as unverified information until checked.

Inventing quotes, sources, interviews, research, events or experiences · creating false evidence · impersonating a source · presenting generated speculation as fact · improperly reproducing copyrighted material · publishing volumes of low-value content merely to attract search traffic.

Routine assistance such as transcription or grammar checking does not normally need reader disclosure. Where generative tools materially create or transform content in a way readers would reasonably want to know about, an appropriate disclosure is considered. Synthetic or generated imagery is never presented as documentary photography.

Plagiarism is unacceptable. Material is never copied from other publications, press releases, websites, reports, newsletters, social media, AI outputs or other writers and passed off as original work. When another organization breaks a story, the original reporting is credited where appropriate — and attribution does not by itself justify reproducing substantial amounts of another publisher's work.

Internal links are authentic, relevant and useful — related reporting, beats, topic and brand pages, features, research, interviews, videos, events and downloadable resources — with anchor text that explains what readers will find. There is no numerical link target to meet.

External links improve transparency or understanding: primary evidence, research, official documentation, regulatory filings, company announcements, authoritative third-party reporting, industry organizations, relevant events. Every link is relevant, safe, trustworthy and appropriate to the story; wherever possible we link to the original source rather than an intermediary. External editorial links are never sold.

Good practice: one clear primary subject, accurate titles, logical heading structure, descriptive URLs, appropriate metadata, useful internal links, relevant external evidence, accurate alt text, descriptive image filenames, structured data where supported, clear author information, strong sourcing, and original information and analysis.

Keyword stuffing · search-first filler · artificial word counts · misleading headlines · mass-produced pages with little original value · paid backlinks presented as editorial links. The objective is authority, relevance and usefulness, not keyword density.

Every image is legally usable, relevant to the story, carries appropriate alt text and a descriptive filename, avoids misleading manipulation and is attributed where required. Original photographs are never materially altered in ways that misrepresent reality; cropping, exposure, color correction and sharpening are acceptable where they do not change what the photograph depicts. AI-generated images and photo illustrations are never represented as documentary images.

We are a multimedia publisher. Journalists consider whether a story would benefit from video, audio, interview clips, journalist introductions, social video, graphics, charts, screenshots, data visualisation or embedded primary sources. Multimedia enhances the journalism rather than existing merely for distribution, and journalists on camera communicate naturally and explain why the story matters.

Journalists are encouraged to develop recognizable voices, areas of expertise and personalities. Writers should sound human rather than formulaic; personality is encouraged. Inaccuracy, exaggeration and unnecessary sensationalism are not, and professional standards apply regardless of personal style.

Emojis may occasionally suit social media, newsletters, informal audience communications and selected lighter formats. They add context rather than replace words, never create ambiguity, never undermine the seriousness of a subject, and are appropriate to the audience and format. In reported journalism they are used sparingly.

Journalists are encouraged to promote their stories and build professional identities on social platforms. Social activity accurately represents the journalism, avoids misleading claims, respects confidential information, distinguishes personal opinion from reported fact, discloses commercial relationships where required and maintains professional standards. Something unacceptable within our journalism does not become acceptable because it appears on a personal account.

Every journalist reviews their work before publication — at minimum: accuracy, grammar, spelling, names, links, formatting, quotes, headlines, captions, images and taxonomies. AI-assisted proofreading may be used, but final responsibility stays with the journalist and editor.

Every article is classified accurately within the editorial taxonomy — domain, beat, topic, brand, geography, format and relevant entities. Taxonomies reflect what the story is genuinely about rather than every subject mentioned within it, and every story carries one clear primary classification.

Sponsored (or branded) content is content a sponsor pays Today Digital to create, publish or promote — paid media designed to fit its publishing environment while remaining clearly identifiable as commercially funded. Commercial funding never removes our responsibility to protect audience trust: sponsored content is clearly disclosed, accurate, professional, useful to its audience and distinguishable from independent journalism.

Working with customers: we deliver a professional, high-quality service; customers may guide the topic, align content with a launch, campaign, event or theme, review and approve before publication, and schedule an agreed date. Content receives the promotion in the agreed package; contractually agreed external links may be included. Journalists keep communication clear, deliver within agreed timescales, flag delays promptly, share feedback with the commercial team, manage credits so customers can use them within the contractual period, and keep accurate records of progress and deliverables.

Company news, product announcements, thought leadership, event primers, sponsored interviews, video, podcasts, research-based content, campaign content and other agreed formats. Customers may use credits across the agreed period of their package. Sponsored content still aims to provide genuine value to the reader.

Sponsored content may be produced in written, video, audio, multimedia, social and research-led formats. Deliverables depend on the commercial package agreed with the customer.

Independently selected and controlled by us, based on editorial judgment and audience relevance. Not purchased, not guaranteed, no story approval for subjects; may be positive, neutral or critical; controlled by the journalist and editor.

Paid media. The customer may influence the subject, provide spokespeople, align with a campaign, coordinate timing, review factual accuracy, request reasonable changes and approve the agreed content before publication. It may include promotional elements not available within normal editorial coverage.

A commercial relationship never improperly determines independent editorial coverage. Customers and advertisers do not receive guaranteed positive coverage, approval of independent news stories, control over independent reviews, the right to suppress legitimate journalism, or paid links disguised as editorial recommendations. An organization can simultaneously be a customer, an advertiser, a source and a subject of reporting — those relationships stay appropriately separated.

Customers can review and approve sponsored content before publication, but Today Digital retains ultimate responsibility for what appears on its platforms. We will not knowingly publish false information, materially misleading claims, defamatory statements, unlawful material, fabricated evidence, or content that materially breaches these standards. Disagreements are escalated internally rather than publishing information known to be inaccurate or misleading.

Sponsored content is clearly identified as commercially funded. Disclosures are clear, prominent, easy to understand and appropriate to the format and jurisdiction. Wording may vary by commercial product; transparency never does.

Sponsored content may include external links where agreed within the customer package, including to gated content. Sponsored links are relevant to the content, lead to legitimate destinations, are safe for users and comply with applicable advertising and search requirements. They never compromise the security or trust of our audiences.

Stories may be updated as new information becomes available; for ongoing or breaking stories, material updates are clearly communicated to readers. Minor corrections — spelling, punctuation, formatting, broken links — may be made without a formal notice where they do not change the story's meaning.

When an error materially affects a story, a visible correction explains what was wrong, what has been corrected and, where appropriate, when. Corrections are clear and never disguise the original error. Substantive new information is added with an update notice, and breaking stories may carry timestamped updates.

Published journalism is not deleted because a subject, customer or stakeholder dislikes it. Deletion may be considered for exceptional reasons: legal obligations, serious safety concerns, privacy considerations, duplicate publication, significant technical errors, or exceptional editorial circumstances. A story published ahead of an agreed embargo may be temporarily unpublished while the issue is resolved. Where incorrect information can be corrected rather than deleted, correction is preferred, and removal requests are escalated.

Stories containing serious or potentially damaging allegations take particular care: verify the evidence, seek editorial review, give the subject a reasonable opportunity to respond, represent their response accurately, and seek legal review where appropriate. Uncertainty about legal risk is escalated before publication. Subjects of significant criticism normally receive a meaningful right of reply before publication, with enough information about the allegation to give an informed response.

We do not normally pay sources for interviews or information. Where an interview creates reasonable travel expenses or other legitimate costs, reimbursement may occasionally be appropriate with prior editorial approval. Payment is never used to encourage anyone to fabricate, exaggerate or distort.

Journalists avoid financial, personal or professional conflicts that could compromise — or reasonably appear to compromise — their independence. Potential conflicts include financial interests, personal relationships, paid consulting, previous employment and commercial relationships. Journalists do not cover organizations in which they hold a material financial interest. Where appropriate, disclosure is sufficient; in other cases the story is reassigned. Unsure? Disclose it.

Where relevant, we disclose when companies provide software, hardware, review units, access to paid services, travel, accommodation or other significant resources for editorial review or coverage. Provided materials never guarantee positive coverage.

Low-value promotional or edible items may be acceptable. As a guide, gifts worth more than approximately £25 are discussed with an editor. More substantial gifts, hospitality, travel, accommodation, equipment or experiences are disclosed and approved where they relate to editorial work.

Graphic sexual or violent material rarely has legitimate editorial relevance for a professional B2B publisher. Profanity is normally avoided; where it forms an essential part of a direct quote, editorial judgment applies and offensive language may be partially obscured. Nudity, explicit sexual content and graphic violence are normally avoided; where genuinely necessary, senior editorial approval is obtained.

Writers doing outside work in the industries they cover remain bound by the conflict-of-interest principles. A journalist receiving outside income from an organization does not normally cover it, and never covers individuals, organizations or services in which they hold a material financial interest. Journalists never buy, sell or trade securities using confidential information obtained through their work.

Photography and image selection never intentionally deceive. Subjects are represented accurately in the context in which they were captured. Not permitted for documentary photography: adding people, removing relevant people or objects, combining scenes, distorting reality, or reversing an image where that alters meaning. Photo illustrations and composites are identifiable as such where readers could mistake them for documentary images. Cropping, color correction, exposure and sharpening are acceptable where they do not materially alter what the image represents. AI-generated imagery is never presented as documentary photography.

Content is accessible to as broad an audience as reasonably possible: alt text for meaningful images, captions where useful, logical heading structure, descriptive links, clear readable language, subtitles or transcripts for important video and audio where supported, and never relying on color alone to communicate important information.

Everyone publishing under a Today Digital brand shares responsibility for audience trust. If something appears inaccurate, misleading, undisclosed, commercially compromised, legally risky, unfair or unethical — raise it before publication. These standards will continue to evolve as journalism, technology, regulation and audience expectations change.