Editorial policy
How UK Glasses Guide researches, writes, labels and updates glasses-buying content for UK readers.
Editorial aim
UK Glasses Guide exists to help UK buyers make safer, clearer online glasses decisions. The aim is not to name a single universal winner. The aim is to show which route is likely to suit the buyer’s situation and what must be checked before paying.
Review principles
| Principle | What it means in practice |
|---|---|
| Buyer fit first | Retailers are assessed by situation: budget spare pair, home trial, designer frame, store support, varifocals, strong prescriptions, reglazing or sunglasses. |
| Finished basket over headline price | Price guidance should consider lenses, coatings, thinning, delivery, vouchers and return terms, not just the frame price. |
| Risk is visible | Pages should say when online ordering may be higher risk, especially for varifocals, strong prescriptions, fitting-sensitive frames and driving use. |
| Alternatives stay visible | No page should push one retailer without explaining realistic alternatives and cases where another route may be safer. |
| Evidence labels stay honest | Desk research, public information checks and real order tests must be labelled separately. |
What we check on retailer pages
Retailer pages usually review the buying role, frame and lens range, prescription requirements, PD or fitting information, delivery route, returns wording, customer support, public review signals, affiliate status and the point where the order may become more expensive or risky.
Where possible, pages include an evidence table showing whether pricing, delivery, returns, prescription process, public review signals and real order testing have been checked. If a real order has not been placed, the page must not imply lived order experience.
Source hierarchy
For optical safety and legal context, official or specialist sources should take priority: GOV.UK for driving eyesight rules, NHS pages for optician/prescription information, the General Optical Council for professional and business standards, and recognised optical professional bodies for online-buying cautions.
For retailer-specific facts, retailer terms, help pages, delivery pages and returns pages should be treated as the source of truth. Public review profiles can be used as a signal, but they should not replace checking the retailer’s own terms.
Affiliate and advertising standards
Affiliate links must be disclosed. A commercial relationship should not guarantee placement, positive wording or a recommendation. If an advertiser has not approved a relationship or terms have not been checked, the page should not use tracked-link language, voucher claims or logo-led promotion.
Affiliate content should remain useful to readers who do not click out. The best commercial page is one that helps a buyer make the right order and avoid a poor fit.
Corrections and updates
Retailer prices, discount codes, delivery times, stock and return terms can change quickly. When a correction is received, the relevant retailer page should be checked first. If the change affects a recommendation, the comparison or money page linking to that retailer should also be reviewed.
Routine content checks should update the checked date only when the relevant information has actually been reviewed. A checked date should not be changed merely because the file was edited.
Optical and medical limits
UK Glasses Guide does not replace advice from an optician or eye care professional. Content should encourage professional help where a prescription is complex, vision feels wrong, the buyer is unsure about measurements, or the glasses are needed for safety-critical use such as driving.
Useful related pages
Read how we compare online glasses retailers, affiliate disclosure, retailer data checked and contact and corrections.