Editorial Standards

Last updated: May 2026

These are the editorial standards Underfoot operates by. They exist so readers — homeowners, installers, and trade professionals — can know what we will and won’t do, where our content comes from, and how we handle the relationship between editorial and revenue.

Independence

Underfoot is editorially independent. No advertiser, sponsor, supplier, retailer, or trade body has the right to influence what we cover, how we cover it, or whether a story runs. Where revenue partnerships exist, they are structurally separated from editorial — we will never run pay-to-play content disguised as journalism.

NZ-first relevance

Every piece is written for a New Zealand audience. We use New Zealand pricing, products, regulation, and language. We do not republish or reskin international content. If we reference international research or precedent, we say so and explain how it applies (or doesn’t) in the New Zealand context.

Sourcing

We source claims from primary material wherever possible — public records, regulators (WorkSafe, BCITO, the Commerce Commission), industry filings, named interviews, and direct experience. Where we use anonymous sources, we say so and explain why anonymity was granted. Where we estimate, we say we’re estimating and show our working.

We use AI tools to assist with research and drafting. We do not publish AI-generated content as if it were reported. Every published piece is reviewed and edited by a human.

Corrections

We get things wrong. When we do, we correct the record openly:

• Significant errors are corrected at the top of the affected article with a dated note explaining what changed.
• Minor errors (typos, broken links) are fixed silently.
• If you spot an error, please email hello@underfoot.co.nz. We treat reader corrections seriously.

Conflicts of interest

Where a writer or editor has a material relationship with a subject of coverage — a financial interest, a family connection, a previous employment relationship — that relationship is disclosed in the article or the piece is assigned to someone else.

Underfoot is owned by people who have professional relationships with the New Zealand flooring industry. Where coverage touches a connected business, the connection is disclosed.

Sponsorship and advertising

We accept advertising and sponsorship that is structurally separated from editorial. The principles:

• Sponsored content is clearly labelled as sponsored. There is no soft labelling, no “in partnership with” hedging, no formats designed to blur the line.
• Advertising relationships do not shape editorial coverage. A retailer that advertises with us gets the same scrutiny as one that doesn’t.
• We will turn down advertising relationships that compromise editorial independence — full stop.

Reader feedback

We read every email. Tips, corrections, complaints, story ideas, and disagreements are all welcome. The address is hello@underfoot.co.nz.

Updates to these standards

We update these standards as our practice evolves. The “last updated” date at the top reflects when the current version took effect. Material changes will be communicated via the newsletter and noted on this page.