Purepaw is a UK publication writing about the health of middle-aged and older dogs. This policy explains how we make decisions about what to publish and how to publish it.
What we publish
- Original guides on canine health, behaviour and care, focused on middle-aged and senior dogs
- Round-ups and comparisons of UK-available products, with selection criteria stated up front
- Practical, evidence-led pieces aimed at owners rather than professionals
Our standards
- Every article is researched against current UK veterinary guidance and, where relevant, peer-reviewed evidence.
- We cite our sources by name and link where possible.
- We use plain, accessible English. We do not dumb things down.
- We will not moralise, use guilt as a persuasion tool, or write sob-story openers.
- We avoid hype: claims about products are bounded by what the evidence actually says.
- We follow British English conventions.
Where the line is
Purepaw publishes general information for dog owners. It is not a substitute for individual veterinary advice from a vet who knows your dog. Where it matters, we say "speak to your vet", and we mean it. We do not diagnose, prescribe, or recommend stopping or changing prescribed medication.
Authorship and review
Articles are written and edited by the Purepaw editorial team. As Purepaw grows, health articles will carry a named, RCVS-registered veterinary reviewer at the top of the piece; we will name them and link to their RCVS registration once that partnership is in place.
We do not invent bylines, fake credentials, or use fictional reviewers.
Commercial relationships
Where we recommend a product, we link to it and explain why, and where a product is not relevant we leave it out. Round-up articles state their selection criteria openly and review alternatives fairly, with honest pros and cons for each. We do not use fake review ratings or fabricated aggregate scores.
Corrections
If we publish something that turns out to be wrong, we correct it. Material corrections (anything affecting the substance of the advice) are noted at the foot of the article with a date and a short note on what changed. We do not silently edit substantive content. To flag a correction, email info@purepaw.co.uk.
Images
Hero and editorial images are sourced from licensed stock libraries (currently Unsplash and Pexels under their commercial licences) or supplied by partners. We use descriptive alt text for accessibility.
Contact
Editorial queries: info@purepaw.co.uk.
Last updated: 12 August 2026.