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Comparison and review site
A comparison and review site helps people weigh up products or services, often using reviews, comparisons or affiliate links. It can be started small, but commercial content and the way you describe your independence need careful handling.
Open the interactive guide (checklist, video, read-aloud) →In plain words
- Choose one topic people need help comparing.
- Check products and explain your choices fairly.
- You can earn money from labelled affiliate links.
- Keep prices and details up to date.
- Income is uncertain and may take time.
Who it suits
It may suit someone who enjoys researching a focused topic, explaining differences clearly and keeping information up to date. It is a better fit if you are patient about building an audience and can be transparent about commercial relationships.
People may pay for products or services after using a comparison site to understand their options. A site can earn commission from affiliate links, but income depends on readers, purchases and the programme; there is no reliable earnings figure.
Step by step
- Choose a focused topic readers need help with. List the questions people ask before choosing a product or service. Decide what information you would need to answer those questions fairly, and choose a topic you can research and maintain. About 1-2 hours.
- Set fair comparison rules. Choose what you will compare and write down the same criteria for each option. Explain those criteria to readers, and do not present a paid placement as an independent result. About 1-2 hours.
- Choose a clear, accurate site name. Pick a name and web address that describe your site honestly. Do not imply that you are official, government-approved, a regulator or an independent consumer service if that is not true. ASA About 30-60 minutes.
- Set up a simple site structure. Create sections for comparisons, individual reviews and your assessment method. Choose a layout that you can update without rebuilding the whole site. About Half a day to 2 days.
- Research a small set of options. Use information you can check, such as product details and current prices. Keep a note of each source and the date checked so you can revisit details that may change. About 1-3 hours per comparison.
- Make affiliate links clear to readers. Decide which links or sections are commercial and disclose that clearly near the relevant content. The ASA guide says an upfront disclosure is appropriate when the whole piece is about affiliate-linked products; a vague disclaimer that some links might earn commission is not enough. ASA About 30-60 minutes.
- Label Ireland-facing social promotions clearly. If you promote products or services commercially in social posts aimed at Ireland, make that clear to readers. The CCPC recommends using #Ad and says, “if in doubt, label it”. CCPC About 10-20 minutes per post.
- Check how paid placements appear. Review whether payment affects the order or prominence of comparison results. The CAP Code covers preferential listings on independent price-comparison websites; natural results are not covered just because they are paid for, while premium prominence or preferential positioning can bring the particular entry within scope. ASA About 30-60 minutes.
- Explain your method and update the site. Publish how you compare options and how the site may earn money. Review information regularly, correct errors and remove offers or details you can no longer verify. About 1-2 hours to publish; then a planned regular check.
Your first 15 minutes
Pick one narrow topic and draft a comparison table with your criteria, evidence sources and a clear note about any affiliate links.
The money
There is no reliable typical earnings figure or commission rate. Check each affiliate programme’s terms, and build comparisons around readers’ needs rather than the commission offered. Track any income and costs so you can see whether the work is sustainable.
Example only: these are invented figures, not an earnings promise or a currency conversion. UK illustration for one month: £40 affiliate income − £10 example costs = £30 before tax. Ireland illustration for one month: €40 affiliate income − €10 example costs = €30 before tax.
The rules
You can run a comparison and review site in the UK and Ireland. Make comparisons and commercial links clear. Follow the relevant tax and consumer-protection rules. Tell readers about your commercial relationships and how independent you are. Keep prices, features and availability up to date. Check your tax position with HMRC or Revenue. If you are unsure how to label content, check with the ASA or CCPC.
UK and Northern Ireland
- Trading income and tax. The trading allowance covers the first £1,000 a year of trading income. If your income is above that, tell HMRC. The £1,000 is your gross income, before expenses. GOV.UK Tax Help for Hustles
- Self Assessment deadline. If you need to register for Self Assessment, register by 5 October after the tax year in which you started trading. If you are unsure whether you need to register, check with HMRC. GOV.UK
- Affiliate advertising. If you mention a product alongside an affiliate link or code, that content counts as advertising. Put a clear “Ad” label at the start. The word “affiliate” alone may not be enough. Brands and affiliates are jointly responsible for making affiliate advertising identifiable. Depending on your arrangement, all or only some of the content may need to be identified as advertising. ASA ASA
- Reviews and comparisons. Do not submit or commission fake reviews. Do not hide that a review was incentivised or publish reviews or review information in a misleading way. If you publish reviews, take reasonable and proportionate steps to prevent and remove fake or misleading material. These rules apply to commercial practices from 6 April 2025 onwards. Make sure your site's name, wording and design do not give a false impression that it is independent or official. If your comparison site is closely connected to the companies it compares, it could potentially be treated as advertising in its entirety. GOV.UK ASA ASA
- Registration, data and insurance. There's no registration or licensing requirement for the fake-review practices covered by the cited CMA guidance. This does not settle every requirement for every business. Use the ICO self-assessment tool to check whether you need to pay a data protection fee for your activities. Consider what insurance is right for your circumstances. GOV.UK ICO
Ireland
- PAYE and non-PAYE income. If you work under PAYE, register for self-assessment using Form 11 if your taxable non-PAYE income is over €5,000 or your gross non-PAYE income is over €30,000. Below those limits, declare your income on Form 12 through myAccount. Check your circumstances with Revenue or a tax adviser. Revenue
- Self-employed tax. If you are self-employed, you pay income tax, PRSI (Class S) and USC through self-assessment. Your preliminary tax is due by 31 October. Check your current details and obligations with Revenue or an adviser. Citizens Information
- Commercial content. Make your commercial promotions clear. The CCPC recommends using #Ad and says, “if in doubt, label it”. CCPC
- Business name and insurance. If you trade under a name other than your own, register the business name with the CRO. Online registration costs €20. Consider what insurance is right for your circumstances. CRO
Checked against official sources: 22 October 2026. Not yet reviewed by a qualified tax or legal adviser. General guidance, not legal advice. Check the official link beside each point before you start.
Common mistakes
- Choosing a topic that is too broad to research and maintain.
- Failing to explain comparison criteria or the site’s commercial links clearly.
- Using a vague disclosure instead of making advertising obvious near the relevant content.
- Publishing outdated prices, features or offers without checking them.
- Making the site name or design suggest official approval or independence that is not true.
AI-made demonstration: this module has a 20-second street-chat video in the interactive guide. The presenter and the people in it are computer-generated, not real people.