Editorial policy: how this site is written, sourced and reviewed
This is my editorial policy. It sets out how dental marketing content on this site is written, where its facts come from, how often it's checked, and what happens when something is wrong. Practice owners make spending and compliance decisions from pages like these, so the standard is set high on purpose.
Who writes this
Every page is written and signed off by me, Mohammad Fayez. There are no guest authors and no ghostwriters. My background and the method behind the work are on the about page, and the practice itself is described on the work I do for practices.
Sources
A claim is only as good as its source, so I rank them.
| Source type | Examples | Used for |
|---|---|---|
| Regulators and law | GDC, ASA and CAP, CQC, CMA, ICO, FCA, legislation.gov.uk | Rules, obligations, deadlines |
| Platform documentation | Google Ads, Google Business Profile, Analytics and Tag Manager help centres, Meta's help centre | What a platform does and how to set it up |
| Published vendor pages | A vendor's own price page or product documentation | Prices and capabilities, dated and attributed |
| Official statistics | ONS, NHS Digital | Market figures |
| Trade press and commentary | Dental trade publications | Context only, never as the sole basis for a rule or a number |
Every rule links to the regulator's own text. Quotes are kept short and linked. Platform features are checked against the vendor's current documentation on the day of writing. If a feature can't be verified, the page says so or leaves it out. The compliance guides start at the rules that govern dental marketing.
Review cycle
| Page type | Reviewed |
|---|---|
| Compliance and regulation guides | Every six months, and whenever a regulator changes its guidance |
| Platform and software guides | Every six months, and when the platform changes the feature |
| Buying guides and pricing | Every twelve months, with price sources re-checked |
| Method, service and trust pages | Whenever the method or the offer changes |
Compliance pages show a last-reviewed date and carry a line stating they are general information, not legal advice.
Numbers and claims
No unsourced numbers. Every figure on this site carries a footnote to a primary source with the date I accessed it, unless it's labelled illustrative. If no source exists, the number isn't published.
Worked examples sometimes use round invented figures to show a method. Those are labelled as illustrative figures, not benchmarks, every time.
There are no client results on this site. Dental marketing is full of "average" figures that trace back to nothing, and I will not add to them. When I can cite a verified outcome with the client's permission, it will be shown with its source.
AI assistance
I use AI tools, including Claude, to help research and draft pages. That is disclosed here rather than hidden. Drafts then go through the same gated review as client work: facts checked against sources, compliance checked against the rulebooks, and a final read and sign-off by me. No page is published straight from a model.
Corrections
If you find an error, email Fayez@imfayez.com with the page and the problem. Factual errors are corrected promptly, and on compliance pages the last-reviewed date is updated. Where a correction changes the meaning of advice, a short note at the foot of the page says what changed and when.