Editorial Standards

How a Squffy article gets made

The full editorial workflow, eight steps, every one logged in our internal tracker:

1. Brief. Editorial writes a one-page research brief: the question, the intended reader, the expected sources, and the YMYL category (if any). Drafting does not start until the brief is approved by an editor.
2. Source review. The author pulls 5 to 15 primary sources before drafting a single paragraph. Forums, vendor blogs and affiliate content are out.
3. First draft. The author drafts by hand or with AI assistance. Either way, output is treated as a first pass, a structure to react to, never a finished article.
4. Author edit. The named human author reads line by line, checks every claim against the source, removes hallucinated facts, rewrites for brand voice, and adds first-hand experience.
5. Peer review (YMYL only). A second Squffy writer reads the draft and challenges every claim against the cited sources. The peer reviewer's name is added to the article on publication.
6. Editor sign-off. A Squffy editor reads for clarity, internal consistency and anti-hype. The editor can request a rewrite, decline the article, or send it back for re-research.
7. Publish. The article goes live with the author's photo, the reviewer's name, the publication date, the last-reviewed date and a link to this corrections policy.
8. Re-review. Every article is re-checked at least every 12 months, sooner when regulation, science or product availability changes materially. The "Last reviewed" date you see on an article is the date a human re-read it, not the date it was first written.

Source hierarchy

How we rank the trustworthiness of evidence. Every claim in a Squffy article is tied to a tier; the higher the YMYL stakes, the higher the tier required.

• Tier 1: Primary research and government guidance. Peer-reviewed studies (PubMed, the Veterinary Record, JAVMA, BSAVA Companion). UK DEFRA, EU REACH, BVA, RCVS position statements. Cited freely as evidence of fact.
• Tier 2: Professional bodies and federations. The Kennel Club, BSAVA, RVC, FECAVA, FCI breed standards, the Association of Pet Dog Trainers UK, IGP/Schutzhund federations. Cited with named attribution; treated as expert opinion, not primary research.
• Tier 3: Textbooks, established trade publications, manufacturer data sheets. Used for technical claims (hardware specs, textile standards). The publisher's commercial interests are disclosed in-line.
• Tier 4: Forums, vendor blogs, social posts, affiliate content. Not cited as evidence of fact. Occasionally cited for cultural context (e.g., what XL Bully owners call a particular collar style) with explicit framing.

Corrections policy

We get things wrong. Our policy is to fix them visibly, not silently.

• How to flag a correction. Email editorial@squffy.com with the article URL and the disputed claim. Include a source if you have one. We aim to respond within five working days.
• What happens. Editorial cross-checks the disputed claim against the original sources cited. If the claim is wrong, we update the article and add a dated correction note at the top describing what changed.
• Severity tiers. Typo, silent fix. Factual error, dated correction note at the top of the article. Safety-relevant error, dated note plus outbound notification to subscribers who opened the article. Regulatory or recall-grade error, dated note, outbound notification, and a persistent banner on the article for 30 days.
• Public log. A dated list of every material correction we have ever issued, with links to the affected articles, lives at squffy.com/editorial/corrections.

YMYL topic taxonomy

The categories that get extra review because they can affect a dog's wellbeing, an owner's compliance with law, or a household's finances. Every article in these categories names its peer reviewer (a second Squffy writer) on publication, cites its primary source, and is labeled informational rather than as professional advice.

• Health and safety. Hardware breaking force, plating toxicity, choking hazards, breed-specific risks, the harness-vs-collar question. Sourced from BVA / RCVS guidance and manufacturer datasheets; cross-reviewed by a second Squffy writer; flagged as informational, not veterinary advice.
• Behavior and training. Leash handling, control-handle technique, breed-specific behavior, prong / choke collar context. Cited from APDT-UK published guidance and Kennel Club material; cross-reviewed by Sophie Visser (Adventure & Travel Writer, working-line breed remit) or by a second Squffy writer where Sophie is the author.
• Materials and durability. Webbing strength, embroidery durability, plating wear, fail-mode analysis. Cited from EN / ISO standards and supplier datasheets; cross-reviewed by a second Squffy writer.
• Legal compliance. UK Animals Act 1971, microchipping law, dog tag identification requirements, EU REACH textile rules, breed-specific legislation. Reviewed against the original statutory text by editorial; we direct readers to the relevant statute and recommend a solicitor for situation-specific advice rather than provide our own legal opinion.
• Financial. Returns, warranty terms, refund timelines, dispute escalation. Pulled from our Terms of Service and cross-referenced with the article author.

Conflicts of interest

Squffy is a privately-owned Dutch retailer. Our founders are Jenna and Dana. We have no outside investors, parent companies, or retail partnerships that could shape editorial. Our three writers (Anna, Sophie, Laura) are paid contributors on a flat per-piece basis; payment is never contingent on the conclusion an article reaches or on the products it mentions. We do not have an external reviewer panel on retainer, peer review happens between our own writers. We do not run affiliate links, sponsored content, or paid product placements. If a Squffy product is mentioned in an article, it is tagged "Made by Squffy" at first mention.

What we don't do

• We don't publish AI-only content. Every article has a named human author who reads, edits, and signs the byline.
• We don't run affiliate links or paid placements. Product links go to our own catalog or to a primary source.
• We don't hide our commercial interests. Squffy products in articles are tagged "Made by Squffy".
• We don't hide negative news. Recalls, advisories, and material corrections appear with the same prominence as how-to content.
• We don't cite forums, vendor blogs, or affiliate content as evidence of fact.
• We don't republish articles without re-reviewing them. Every "Last reviewed" date is the date a human re-read the piece against current sources.
• We don't accept article submissions in exchange for product placements, gift cards, or any other consideration.

Editorial team contact

Press enquiries, correction requests, source disputes, vet/trainer review-panel applications: editorial@squffy.com. We respond within five working days. Postal: Venderson B.V., Voltaweg 14, 5466 AZ Veghel, the Netherlands.

Ownership and registration

Squffy is operated by Venderson B.V., a Dutch private limited company registered with the Kamer van Koophandel (KvK). Registered address: Voltaweg 14, 5466 AZ Veghel, the Netherlands. Founders and current directors: Jenna and Dana. We have no outside investors, parent companies, or retail partnerships that influence editorial. The Squffy editorial team operates within the company but reports against this published policy, not against commercial targets.