FishForever earns a portion of its revenue from affiliate links. This page explains what that means, how it affects (or doesn’t affect) our recommendations, and what to look for on articles that include them.

What is an affiliate link?

Some links to products on our site are “affiliate links”. If you click one and buy something at the retailer we’ve linked to, we earn a small commission at no extra cost to you. Amazon UK, Awin partners (including Pets at Home and others), and various UK aquatic-shop programs pay commissions this way. The price you pay is the same as if you’d typed the URL in directly.

How this affects our recommendations

Short answer: it doesn’t.

Longer answer: we choose what to recommend based on which product is best for the reader, then check whether we have an affiliate link for it. If we do, we use it. If we don’t, we link to the retailer anyway — a product recommendation isn’t worth much if we can’t tell you where to buy it.

Where there’s a genuine tie between two comparable products, and one has an affiliate program while the other doesn’t, we mention both and note the difference.

We do not accept payment from brands in exchange for including their products in roundups. Any paid placement is disclosed at the top of the article and clearly marked “SPONSORED” or “PAID”.

How to spot an affiliate link

On articles that contain affiliate links, we display this notice near the top:

This article contains affiliate links. If you buy through one of them, FishForever earns a small commission at no cost to you. We only recommend products we’d use ourselves.

Individual affiliate links may be marked with a small tag such as `[affiliate]` or `[AD]` where appropriate.

Where the money goes

Affiliate commissions plus display advertising cover the site’s hosting, our writers’ time, product samples where we can’t source them ourselves, and paying independent reviewers on longer roundups. When those costs are covered, any surplus is reinvested in more content.

We don’t have investors or a parent company. FishForever is independently owned.

Compliance

We comply with the UK ASA (Advertising Standards Authority) CAP Code on affiliate marketing disclosure, and with the equivalent US FTC guidance where applicable. The disclosure notice above is displayed on every article that contains affiliate links, in a location where a reader will see it before they reach the recommendations.

Questions

If anything on this page isn’t clear, or if you want to know whether a specific recommendation involves an affiliate link, email hello@fishforever.co.uk and we’ll tell you honestly.

Last updated: 14 May 2026