The Guardian says the Filter showcases the best of its consumer journalism - reviewing and recommending products with the rigour readers expect. All product reviews and articles on the Filter are free to read, independent and unbiased - no advertiser or retailer can pay to be included in them, added the publisher.
The writers - chosen for their expertise - research, trial and test products across categories from tech to beauty, food to fashion, in real-life scenarios, added the Guardian. The Filter aims to help readers who want to ‘buy better’, offering suggestions for second hand products, plus tips on fixing, mending, recycling and ethical disposal.
If a reader buys through links, the Guardian says it earns a commission - although says its product choices are never made with this in mind. The Guardian says the Filter provides a platform for the best of its consumer journalism, while opening up a new revenue stream to support its journalism.
According to the publisher, the Filter has been trialled for the past few months, providing routes for people to buy better and, sometimes, buy less - covering topics such as the ultimate capsule wardrobe, 6 subscription services to save you time and money and the affordable items experts swear by.
Katharine Viner, editor-in-chief of the Guardian, said: “The Filter showcases the best of Guardian consumer journalism, offering trustworthy, independent reviews, buying advice and sustainable shopping ideas. With an overwhelming choice for buyers online, the Filter sifts through the noise to help conscious consumers to buy better.”
Anna Bateson, chief executive, Guardian News & Media said: “Building on the Guardian’s trusted brand reputation and deep relationships with our readers, the Filter is a new carefully curated online home offering independent advice for those seeking to buy quality, sustainable products without commercial influence.”
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