How we work

Corrections and complaints

How to report a factual error, make a legal or other complaint, or raise a whistleblowing concern, who decides, and how quickly we respond.

Last updated

How we used AI: An AI tool wrote the first draft of this page. It is waiting for our founder to review it, so it may change.

Key facts

  • Report a factual error or make a legal complaint by email to [email protected].
  • Send any other complaint to [email protected]: we acknowledge it within 2 working days and aim to respond in full within 15.
  • Report wrongdoing in confidence to [email protected]; if it is about our founder, you can go to Protect or a prescribed person.
  • Our founder, Chris Dean, decides every complaint and correction.
  • We introduce buyers to consultants but are not a party to any contract between them, so we cannot settle a dispute about the work itself.

This page is for factual errors and for legal or defamation complaints about something we have published. For any other complaint, such as about our service, a listed consultant or a review, use our complaints procedure. To report wrongdoing in confidence, see our whistleblowing policy.

Reporting a factual error

If you think something on this site is wrong or out of date, email [email protected] with "Correction" in the subject. Please include:

  • the address of the page
  • what you think is wrong
  • any evidence, such as a link to the source you are relying on.

How we show corrections

When we correct a fact, we change the article and add a dated note at the end of it saying what changed. We don't quietly rewrite articles to hide a mistake. A change that only fixes a typing error or a broken link doesn't get a note.

If you believe something we have published is defamatory, infringes your rights or is otherwise unlawful, email [email protected] with "Complaint" in the subject. Please tell us:

  • your name, and who you are acting for if it isn't yourself
  • the address of the page and the exact words you are complaining about
  • why you believe they are unlawful or untrue
  • what you would like us to do.

Who decides

Our founder, Chris Dean, decides every complaint and every correction we are asked to make.

  1. We acknowledge your email within 2 working days.
  2. We look at the page and the evidence. If it is serious, we may take the page offline while we do.
  3. We tell you what we have decided and why: for example, to correct the page, remove it or leave it as it is.

When a page is removed, its address stops working straight away and the page drops out of our sitemaps and feeds.

We keep a record of every complaint, what we decided and when. If your complaint is about your personal data, email [email protected] instead: our privacy notice explains your rights. If you are unhappy with how we handled a correction or a legal complaint, our complaints procedure explains how to ask for a review.

Complaints

This is our procedure for complaints about AI Consultancy Finder, which is run by Digital Tactics Ltd. You can use it to complain about:

If you want to tell us about wrongdoing connected with the site, such as fraud, fake reviews or someone paying for a better position, our whistleblowing policy explains how to raise it in confidence.

How to complain

Email [email protected]. Please include:

  • your name and how we can contact you
  • what your complaint is about, with the address of the page if there is one
  • what happened, and when
  • any evidence, such as emails, screenshots or invoices
  • what you would like us to do to put it right.

If you can't use email, or need us to make an adjustment so that you can complain, say so in any way you can reach us and we will find another way.

What happens after you complain

  1. Acknowledgement. We acknowledge your complaint within 2 working days and tell you who is handling it.
  2. Investigation and response. We look at what happened and aim to send you a full response within 15 working days. If it will take longer, we write to tell you why and when you can expect an answer.
  3. Review. If you are not happy with our response, reply within 2 months and ask for a review. Our founder, Chris Dean, looks at the complaint again. If he handled it himself the first time, he looks at it afresh and tells you so.
  4. Final response. We send a final response letter by email. It sets out what we found, what we have done and, where one exists, the outside body you can go to next.

We are a small business, so our founder is involved in most complaints. We will tell you plainly if that limits what we can do.

Our service

This covers how we have dealt with you, delays, mistakes on our part and anything to do with billing for a practice's listing. For a billing question that is not yet a complaint, [email protected] is quicker.

If you found part of the site hard to use, you can report the accessibility problem here, as a complaint.

Our content

If an article or guide is wrong, our corrections process is the quickest route: it shows how we correct an article and note the change. Legal and defamation complaints about something we have published also go through the section above, to [email protected]. If you are unhappy with how we handled a correction, you can then complain here.

Listings

This covers complaints about a consultant or practice listed on the site. We introduce buyers to consultants. We are not a party to any contract between you and a consultant, so we cannot decide a dispute about the work, the price or the quality, and we cannot order a refund.

What we can do:

  • check the consultant's listing against our terms
  • correct a listing that is wrong
  • suspend or remove a listing, and take the page down straight away if it is serious
  • tell you what we decided about the listing.

For a dispute about the work itself, raise it with the consultant first. If you are a consumer, Citizens Advice can explain your options.1 If you are a business, a solicitor or your trade body can help. We don't give legal advice.

Every listing has a "Report this listing" link that brings you to this section.

Reviews

We don't publish reviews yet. When we do, only verified clients will be able to leave one, and we will check for fake and conflicted reviews, as the law on fake reviews requires.2 If you think a review is fake, was paid for or was written by someone connected to the practice, or that a negative review has been hidden, complain here. A practice may also ask us to look at a review it believes breaks our policy. Reviews are never a paid feature, and nobody can pay to hide one.

Your data

For a request about your personal data, such as a copy of it or its deletion, email [email protected]: our privacy notice explains your rights. If you are unhappy with how we have handled your data, complain to us first, here or at privacy@. You also have the right to complain to the Information Commissioner's Office (ICO), the UK's data protection regulator.3

Outside bodies

If you are still unhappy after our final response, these bodies may be able to help, depending on what the complaint is about. We point you to them; we can't tell you whether you have a case.

  • Your personal data: the Information Commissioner's Office.3
  • Consumer problems: Citizens Advice.1
  • A sponsored post or advert you think is misleading: the Advertising Standards Authority.4

Complaint records and what we learn

We keep a record of each complaint: who made it, what it was about, what we did and when. Only our founder can see it. We keep it for 2 years after the complaint closes, or longer if a legal claim is likely, then delete it. Our privacy notice explains how.

We read our complaints together every few months. When a complaint shows that something we do is wrong, we change it, and where it affects a trust page we update that page.

Whistleblowing

This is our whistleblowing policy: how to report wrongdoing connected with AI Consultancy Finder in confidence.

Who the whistleblowing policy is for

This policy is for two groups of people:

  • anyone who works for or with us: staff, contractors and freelancers working for AI Consultancy Finder or Digital Tactics Ltd, which runs it
  • anyone else who sees wrongdoing connected with the site: listed consultants, buyers, readers and members of the public.

You don't need proof. If you honestly believe something is wrong, tell us.

What to report

Report anything you believe is wrong, unlawful or dangerous and connected with AI Consultancy Finder, for example:

  • fraud, or false information in a listing or a vetting application
  • fake reviews, or a vetting decision that was not honest
  • someone paying, or offering to pay, for a better position, a badge or favourable coverage
  • bribery, or an offer of a gift or payment to influence a decision5
  • misuse of personal data, by us or by anyone who received it through the site
  • safety or ethical concerns about AI work arranged through the site
  • someone covering up any of these.

A complaint about how we treated you is better raised through our complaints procedure. A factual error in an article goes through our corrections process.

How to raise a concern

Email [email protected]. It goes to our founder, Chris Dean. Tell us what happened, when, who was involved and how you know, and include any evidence you have. Don't put yourself at risk, or break the law, to collect more.

If you want to stay anonymous, you can write from an email address that doesn't show your name. We can then still reply to you, but it may be harder for us to look into the concern.

If your concern is about our founder

We are a small business, and our founder receives every report. If your concern is about him, or you don't feel able to raise it with us, you can go elsewhere:

  • Protect, the whistleblowing charity, gives free, confidential advice on how to raise a concern.6
  • A prescribed person. The government publishes a list of regulators and other bodies you can report particular kinds of wrongdoing to, such as the Information Commissioner's Office for data protection.7

You don't have to tell us first before you go to one of them.

Confidentiality and anonymity

What we can promise:

  • only our founder will know who you are, unless you agree otherwise
  • we won't tell the person you have reported who made the report
  • we will tell you before anyone else learns your identity, if we can.

What we can't promise:

  • if the police, a court or a regulator requires us to disclose your identity, we will have to
  • the facts you report may show who you are, even if we never name you
  • if you report anonymously, we may not be able to ask you questions or tell you the outcome.

No retaliation

Nobody who raises a concern honestly will be dismissed, lose work, be removed from the directory or be treated worse in any other way because of it, even if the concern turns out to be mistaken. If you think you have been treated badly for raising a concern, tell us, or go to Protect.

Making a report you know to be false is not protected by this policy.

What happens after you raise a concern

  1. Acknowledgement. We acknowledge your report within 2 working days.
  2. First look. Within 10 working days we decide how to look into it, and tell you what we are going to do.
  3. Investigation. We look into the concern. If it would be better handled by someone else, such as the police or a regulator, we may pass it on, and tell you we have.
  4. Feedback. We tell you when we have finished and, as far as we can without breaking someone else's confidentiality, what we found and what we did. If it will take longer than 30 working days, we tell you why.

Workers who report certain kinds of wrongdoing in the public interest have legal protection under the Public Interest Disclosure Act 1998.8 GOV.UK explains who is covered and how.9 We can't tell you whether the law protects you: Protect can.6

Whistleblowing records

We keep a record of each report, what we did and when, in a private file that only our founder can open. It is never kept in our website's files. Reports sometimes contain information about crimes or about people who are not involved: we keep only what we need to deal with the concern. We keep the record for 2 years after the matter closes, or longer if a legal claim or an investigation by someone else is likely, then delete it. Our privacy notice explains your rights.

Sources

  1. Citizens Advice, "Consumer", https://www.citizensadvice.org.uk/consumer/, accessed 2026-11-14. ↩ ↩2

  2. legislation.gov.uk, "Digital Markets, Competition and Consumers Act 2024, Schedule 20: Commercial practices which are in all circumstances considered unfair", https://www.legislation.gov.uk/ukpga/2024/13/schedule/20, accessed 2026-11-14. ↩

  3. Information Commissioner's Office, "Make a complaint", https://ico.org.uk/make-a-complaint/, accessed 2026-11-14. ↩ ↩2

  4. Advertising Standards Authority, "Make a complaint", https://www.asa.org.uk/make-a-complaint.html, accessed 2026-11-14. ↩

  5. legislation.gov.uk, "Bribery Act 2010", https://www.legislation.gov.uk/ukpga/2010/23/contents, accessed 2026-11-14. ↩

  6. Protect, "Protect: Speak up, stop harm", https://protect-advice.org.uk/, accessed 2026-11-14. ↩ ↩2

  7. GOV.UK, "Whistleblowing: list of prescribed people and bodies", https://www.gov.uk/government/publications/blowing-the-whistle-list-of-prescribed-people-and-bodies--2, accessed 2026-11-14. ↩

  8. legislation.gov.uk, "Public Interest Disclosure Act 1998", https://www.legislation.gov.uk/ukpga/1998/23/contents, accessed 2026-11-14. ↩

  9. GOV.UK, "Whistleblowing for employees", https://www.gov.uk/whistleblowing, accessed 2026-11-14. ↩