Public Review, Due Diligence & AI Content Policy
Applies To: All consumers, directory visitors, and registered trade subscribers on site2.uk
Enforcement Authority: Webfit Ltd Compliance Directorate
1. Statutory Scope & Policy Purpose
This Public Review, Due Diligence & AI Content Policy sets out the public disclosures, consumer protection disclaimers, review moderation protocols, and AI verification requirements applicable across the site2.uk ecosystem. This policy is implemented to comply with the Digital Markets, Competition and Consumers Act 2024 (DMCC Act), the UK GDPR, and national consumer protection regulations.
2. Consumer Due Diligence Disclaimers
2.1 Directory Status
site2.uk is an automated digital platform connecting independent trade businesses with local domestic and commercial consumers. Webfit Ltd operates solely as a host and directory publisher; it does not act as an agency, contractor, employer, or partner to any listed trader.
2.2 Mandatory Consumer Qualifications Check
If you book a trade or business for professional services via site2.uk, Webfit Ltd strongly recommends and requires that you conduct your own independent due diligence prior to entering into any contract or issuing payment. Consumers must independently verify:
- Legal Identity & Trading Address: Confirm the trader's official company registration (Companies House) or sole trader business identity and physical address.
- Statutory Regulatory Certifications: Verify compulsory trade credentials directly with official regulatory bodies (such as Gas Safe Register for gas engineers, FENSA or CERTASS for window installers, and NICEIC or NAPIT for electrical installations).
- Insurance Coverage: Inspect active certificates for Public Liability and Employers' Liability insurance.
- Written Quotations & Scope: Secure formal, written scope-of-work agreements detailing total fixed pricing, payment milestones, and statutory cancellation rights under the Consumer Contracts Regulations.
2.3 No Warranty of Workmanship
Webfit Ltd accepts no legal responsibility or financial liability for the quality, safety, legality, timing, or performance of any services delivered by third-party traders discovered via site2.uk.
3. Public Review Moderation & Anti-Fake Review Policy
3.1 Public Stance
Ratings and reviews displayed across site2.uk listings are submitted independently by members of the public and do not reflect the views, opinions, or endorsements of Webfit Ltd.
3.2 DMCC Act Compliance Commitments
Pursuant to statutory mandates prohibiting unfair commercial practices under the DMCC Act 2024, Webfit Ltd enforces zero-tolerance policies against artificial, incentivised, or deceptive reviews.
3.3 Prohibited Review Practices
The following actions are strictly banned on site2.uk:
- Fake Reviews: Submitting reviews not based upon a genuine, firsthand transaction with the listed trade business.
- Incentivised Reviews: Leaving or procuring positive reviews in exchange for financial compensation, discounts, gifts, or free services, unless immediately and prominently flagged with an explicit public disclosure tag.
- Self-Review & Astroturfing: Business owners, employees, or trade competitors submitting reviews for their own business or rival businesses.
- Coerced Moderation: Demanding the removal of legitimate negative reviews under threat or financial pressure.
3.4 Verification & Detection Safeguards
Webfit Ltd deploys reasonable and proportionate technical measures to verify review authenticity. Verification methods include requiring transactional confirmation (such as matching job submission dates, SMS code verification, or direct booking reference validation), automated algorithmic detection flagging suspicious IP clusters or device fingerprints, and manual moderation audits triggered by user flags or internal risk thresholds.
3.5 Sanctions for Non-Compliance
Where a review is identified as fake, paid, or deceptive, Webfit Ltd will immediately purge the content, update aggregate star ratings, and reserves the right to publicly flag the offending listing or terminate the trade subscriber's platform access.
4. Artificial Intelligence Content Generation Notice
4.1 AI Integration Disclosure
site2.uk utilizes generative artificial intelligence technology ("Raye") to assist trade subscribers in writing job descriptions, structuring project portfolios, and drafting social media marketing copy.
4.2 Public & Subscriber Verification Notice
Content hosted on site2.uk directory pages or published to linked social channels may be AI-generated or AI-verified; readers and trade subscribers must inspect and verify all important information prior to relying upon or publishing such content.
4.3 Subscribers' Editorial Responsibility
Generative AI tools synthesize natural language based on inputs received via WhatsApp or dashboard uploads. Subscribers remain contractually bound to check all AI-generated copy prior to publication. Webfit Ltd disclaims liability for inaccuracies, typographical errors, or misleading statements produced by automated natural language processing engines.
5. Reporting Violations & Support
If you identify a fake review, deceptive trade claim, copyright infringement, or misleading AI content on site2.uk, please report the listing immediately via our Contact Form (select "Compliance" as the subject). All reports are investigated by our compliance directorate within five (5) working days.