Code of Ethics

Travel eSIMple exists to help travellers make informed decisions about eSIM data plans for use abroad. We provide independent comparisons, reviews, and guidance to help consumers choose the right product for their destination and needs. This Code of Ethics sets out the principles and standards that govern how we operate, how we produce content, and how we conduct ourselves in relation to our users, affiliate partners, and the wider public.

As an affiliate and comparison website, we occupy a position of trust. Users rely on our content to make purchasing decisions. That trust imposes a responsibility on us to operate with honesty, transparency, and integrity at all times. The principles in this code are not aspirational ideals — they are binding standards that apply to everyone who works for or with Travel eSIMple.

Our operations are guided by the following core values:

• Honesty: We tell the truth. We do not mislead, misrepresent, or deceive our users about products, prices, our commercial relationships, or our own identity and interests.
• Transparency: We are open about who we are, how we make money, and how our content is produced. We disclose affiliate relationships clearly and prominently.
• Independence: Our editorial decisions are made on the basis of what is most useful and accurate for our users, not on the basis of what is most commercially advantageous to us.
• Accuracy: We strive to ensure that all information we publish is correct, current, and verifiable. We correct errors promptly and openly.
• Respect: We treat our users, partners, and competitors with courtesy and professionalism at all times.

Our editorial content — including eSIM reviews, plan comparisons, destination guides, and buying advice — is produced independently of our commercial relationships. The fact that we earn a commission when a user purchases an eSIM plan through one of our affiliate links does not influence the content of our reviews or the rankings in our comparison tables, except where clearly labelled promotional placements exist.

We do not accept payment in exchange for positive editorial coverage. Affiliate partners cannot purchase favourable reviews or artificially high rankings. Our rankings are determined by objective criteria including price per GB, coverage, ease of activation, customer service quality, and user feedback.

Where sponsored content or paid placements exist, these are clearly identified as such and are visually distinguishable from independent editorial content. We do not permit sponsored content to misrepresent facts or make claims that could not be substantiated independently.

Travel eSIMple earns revenue through affiliate commissions. This means that when you click on a link to an eSIM provider on our website and make a purchase, we may receive a commission from that provider. This is how we fund our comparison service and keep it free to use.

We are committed to full transparency about this model. In compliance with the UK Competition and Markets Authority (CMA) guidance on online reviews and endorsements, and the Advertising Standards Authority (ASA) / Committee of Advertising Practice (CAP) Code, we:

• Clearly disclose our affiliate relationships on relevant pages and in our editorial policy;
• Do not present affiliate-driven recommendations as entirely objective endorsements without disclosure;
• Ensure that affiliate disclosure is prominent, clear, and in plain language that users can readily understand.

We partner only with eSIM providers that we believe offer genuine value to consumers. We do not enter into affiliate relationships with providers whose products we would not recommend on merit.

eSIM plan pricing, data allowances, coverage, and availability can change rapidly. We are committed to keeping our comparison data as accurate and up-to-date as possible. Our standards for accuracy include:

• Regular review and verification of pricing and plan data against provider websites;
• Clear indication of the date on which data was last verified;
• Prominent disclaimer that prices and availability are subject to change and users should verify current details with the provider before purchasing;
• Prompt correction of any inaccuracies brought to our attention.

We do not knowingly publish false, misleading, or materially out-of-date information. Where data is sourced from third parties, we take reasonable steps to verify its accuracy before publication.

Our users are our most important stakeholders. We are committed to acting in their best interests at all times. This means:

• Presenting balanced comparisons that include both the strengths and weaknesses of the products we review;
• Not artificially inflating the perceived quality of partner products or downplaying legitimate negative user experiences;
• Responding promptly and honestly to user feedback, complaints, and corrections;
• Protecting user data and privacy in accordance with our GDPR Policy and Privacy Policy;
• Not engaging in dark patterns or manipulative design that pressures users into making purchasing decisions against their interests.

We handle all personal data responsibly and in compliance with the UK GDPR and the Data Protection Act 2018. We do not sell personal data to third parties. We do not use personal data for purposes beyond those disclosed in our Privacy Policy. We maintain transparency about our use of analytics and advertising tools, and obtain appropriate consent before placing non-essential cookies or processing data for marketing purposes.

Our ethical commitment to data privacy extends beyond mere legal compliance. We actively seek to minimise the amount of personal data we collect and retain, and we treat data protection as a fundamental aspect of our respect for users.

Individuals producing content for Travel eSIMple must declare any personal financial interests in the products or companies they review or compare. Where a material conflict of interest exists and cannot be managed, the individual concerned should not produce content relating to the conflicted party.

We do not allow individuals to review or rate products from providers in which they hold a direct financial stake without full and prominent disclosure to users.

We take errors seriously. When a factual error is identified in our content — whether discovered internally or brought to our attention by a reader or provider — we will correct it promptly and transparently. Our corrections are made clearly on the affected page, with an indication of the nature of the change where material. We do not silently delete or alter content to hide previous inaccuracies.

We hold ourselves accountable to the standards in this Code. We welcome feedback from users, partners, and the public about whether we are living up to these commitments. Concerns about our conduct can be raised with us directly at contact@travelesimple.com. Where advertising standards are at issue, complaints may also be directed to the Advertising Standards Authority (ASA) at asa.org.uk.

We recognise that eSIM technology has an inherently positive environmental dimension: by enabling digital delivery of mobile connectivity without physical SIM cards and associated packaging, eSIMs reduce plastic waste and carbon emissions from physical distribution. We are proud to support and promote this technology as part of a broader commitment to more sustainable travel and consumer choices.

We are also committed to minimising the environmental footprint of our own digital operations, including through efficient hosting and lean website design that reduces unnecessary energy consumption.

Questions, concerns, or feedback about our Code of Ethics are welcome at: