The criteria, the rates, and the list of things we will not sell.

Who may buy a listing

• Pools and pool operators, including local authority, trust, school, hotel and private operators.
• Swim schools and independent swimming teachers.
• Swimming clubs, masters clubs, triathlon clubs and open water groups.
• Lifeguard training providers and pool plant operator training providers.
• Pool plant operators and water treatment contractors.

What an entry may contain

Facts that a reader can independently verify, and nothing else. The organisation's registered name and trading name. The area it operates in. The categories of activity it offers. A governing body affiliation where one is held, named exactly as the governing body names it, so a reader can find it on the governing body's own list. Whether a named role in the organisation holds a pool plant operator qualification, named exactly. A website and a contact route. That is the whole permitted field set.

What an entry may never contain, at any price

This is the part most publications leave out, so here it is in full.

• Any safety claim. Not "safe", not "safest", not "fully compliant", not "accredited by us".
• Any health claim of any kind, about skin, about water, about anything.
• Any comparative or superlative claim. No "leading", "best", "number one", "award winning" unless the award is named, the awarding body is named, and the year is given.
• Any water quality figure, chemical concentration, dosing value or parameter target.
• Any product endorsement, product name or brand of sunscreen, treatment chemical or equipment.
• Any claim about a competitor.
• Any dofollow link. Every outbound link on this site is nofollow, including in the register.
• Any position other than alphabetical.

What we refuse to list at any price

We will not take money from, and will not list:

• Any organisation offering unsupervised swimming instruction to children.
• Any organisation whose marketing makes a medical or therapeutic claim about swimming, water treatment, salt water, mineral water or any product used in or around a pool.
• Any sunscreen, skincare, supplement or treatment brand. This publication recommends no products and will not launder a product into a register entry.
• Any organisation that asks, at any point in the process, for editorial coverage, a mention in an article, a link in an article, an ordering advantage, a review, a rating or a safety statement.
• Any organisation that will not state its legal identity.
• Any organisation offering open water sessions that declines to say who holds the duty of care for a session and what its water quality check is. We do not assess the answer. We do require that there is one.

If we decline you after payment, you are refunded in full. If we decline you before payment, we do not take it.

Rates

Published, flat and identical for everyone in a category. There is no negotiated rate, no agency rate, no multi buy and no premium tier, because a premium tier is a ranking with a nicer name.

We publish the rate to every applicant in writing before anything is paid, and the same rate to every applicant in the same category. We do not print a figure on this page because we will not carry a price on this site that we have not confirmed we can hold for the year. Ask and you get the number, in writing, with the terms.

What the money cannot buy

Position. Coverage. A mention. A link from an article. A link that is not nofollow. A review. A rating. A safety statement. A quote. An interview. Early sight of anything. Influence over any article, in any section, at any time, including articles about the category the buyer trades in. If a buyer asks for any of these, the listing ends and the money goes back.

Newsletter sponsorship

Handled separately and to the same rule. See the newsletter page.