Advertising and Listing Transparency Policy

1. Distinguishing listings and commercial content

Public resources may be chosen editorially without their provider applying. Applicant organisations are assessed before publication under proportionate administrative checks. Neither type is automatically a partnership or clinical endorsement.

Paid advertising must be recognisable as advertising when first encountered. We use a prominent label such as “Advertisement” or “Ad” with “Sponsored” where helpful. The label must remain clear on mobile, search cards, shared posts and any other format; it must not be hidden in terms or behind a link. Commercial content must not be presented as independent editorial advice.

2. Paid promotion and ordinary results

Optional paid profiles or sponsored placements may be offered under express commercial terms. Paid placements are separate from ordinary search results. Payment does not buy listing approval, influence safeguarding decisions or improve an organisation’s position in ordinary results. We do not guarantee enquiries, traffic, bookings or revenue.

We must explain the actual main parameters determining ordinary result order and their relative importance to applicant organisations before acceptance, in a retainable description forming part of the acceptance confirmation. Relevant visitor-facing explanations must also accurately reflect the live system. We do not assert an unverified algorithm or a listing-completeness factor in this policy.

The directory first filters published services by your search and selected filters. Free, eligibility-based free and publicly funded services appear first. Within each cost group, services are listed alphabetically by service name. Services with the same name are shown in record ID order. Paid placements appear separately and do not affect this order.

The separate MidwifePlus Shop is our own retail activity. Our product promotions must be recognisable as commercial content and do not establish independent assessment or endorsement of a directory organisation.

3. Review claims and conflicts

An organisation’s identity, particular service and publication decision are considered separately. “Checks completed” refers only to the identified items and review date, not clinical accreditation, continuing monitoring or guaranteed quality or safety. Receiving a certificate is not proof of its authenticity or insurance cover.

Personal, financial or other relationships that could materially affect how users understand a recommendation must be disclosed clearly where relevant. Conflicts in listing assessment must be recorded and managed. Paid staff, sponsors and connected organisations do not receive an exemption from the review standard.

4. Offers, prices and substantiation

Providers set and honour their offers, subject to applicable law. Advertisements must clearly show material eligibility conditions, total price and unavoidable charges, exclusions, availability, geographic limits, expiry and redemption terms before commitment. An apparent discount must have a genuine and supportable comparison. No false urgency or invented scarcity may be used.

MidwifePlus remains responsible for claims it makes itself. Objective claims about performance, health benefits, qualifications, safety or environmental characteristics require adequate supporting evidence before publication. Testimonials do not replace substantiation. We do not describe all shop goods as certified, medically approved, natural, chemical-free or eco-friendly without evidence supporting the precise claim.

Where product classification or a healthcare claim is uncertain, promotion must be held for appropriate regulatory assessment. We must not imply regulatory approval simply because a manufacturer or product is registered or notified.

5. Affiliate links, reviews and personal data

If a specific link or promotion generates a commission or other material benefit for MidwifePlus, we disclose that clearly alongside it before a user follows it. This policy does not itself establish an affiliate programme or authorise one under organisation listing contracts.

Where consumer reviews or testimonials are published, we take reasonable and proportionate steps required by law to prevent and remove fake or concealed incentivised reviews and misleading review information. Incentives or connections must be disclosed; we do not pay for positive reviews or selectively suppress genuine negative reviews to create a misleading impression.

We do not pass identifiable parent details to organisations as part of directory signposting. Any organisation-facing analytics must be aggregate and designed to prevent identification. Cookie and privacy rules apply to collection of the underlying data, even when the final report is aggregate.