GoNoGo exists to bring more transparency, consistency and accountability to brand ratings. We believe people deserve honest, evidence-based comparisons that are not shaped by hidden commercial influence or vague scoring.
GoNoGo is an independent brand ratings and research platform focused on helping people make better decisions. We publish structured brand reviews, category comparisons and Go / No Go verdicts based on a consistent scoring framework.
Every brand is assessed against a defined scoring framework built for its sector. Each framework uses weighted categories and a clear research process so that brands are reviewed on a like-for-like basis within the same UK market segment.
Depending on the sector, categories may include factors such as digital experience, customer service, product value, trust and reputation, complaints signals, accessibility, innovation, sustainability, or regulatory performance.
We aim to rely on multiple evidence points rather than a single source. These can include public product information, app store reviews, customer feedback trends, complaints and ombudsman data where available, pricing analysis, independent reporting and other relevant public indicators.
Our overall score is expressed on a 100-point scale and converted into a simple verdict:
Our verdicts are editorial opinions based on the evidence reviewed and the framework applied at the time of scoring. They are not guarantees, formal advice, or statements that a brand is universally suitable or unsuitable for every customer.
We aim to keep our writing factual, measured and fair. We separate underlying facts from analysis, and analysis from the final verdict.
That means we try to describe what a brand offers, what customers appear to be experiencing, where strengths and weaknesses sit, and why that leads to a particular score within the category.
Our ratings are independent. We do not sell scores, and we do not accept payment from brands to improve, suppress or alter a rating outcome.
If GoNoGo offers research, intelligence or commercial services in future, those services do not buy editorial control over public scoring outcomes.
Some brand pages may allow users to submit comments or share their experience. User comments are one signal among many and do not automatically determine a brand’s score.
We may remove comments that are defamatory, abusive, misleading, unlawful, spam-like, clearly fake, conflict-driven, or that disclose personal or confidential information about others.
If a brand believes a page contains a factual inaccuracy, outdated information or a serious fairness issue, it may contact us and identify the specific statement or section in question, together with supporting evidence.
We will review credible correction requests in good faith. If we find a factual error, we will correct it. If new evidence materially changes the assessment, we may update the relevant section, score or verdict.
Where appropriate, we may also invite a concise official response from the brand for context. However, we do not remove accurate, evidence-based criticism simply because a brand disagrees with the conclusion.
In limited cases, we may temporarily review, flag or remove content while we investigate a serious complaint, legal concern or verification issue. This is a quality-control step, not an admission that the original content was wrong.
We support transparent and trustworthy review practices. We do not knowingly publish fake or misleading user reviews, and we may investigate unusual review patterns, conflicts of interest, or signs of manipulation.
Where relevant, we may update our moderation practices to reflect applicable UK consumer protection and online reviews guidance.
Markets change, products change and customer experience changes. For that reason, GoNoGo may update brand pages, category frameworks and scores over time to reflect better evidence, fresher data or a refined methodology.
GoNoGo is operated by GoNoGo Ratings and Reviews Ltd, a company registered in England and Wales with company number 16433454.
GoNoGo currently operates in the United Kingdom and South Africa.
For general enquiries: admin@gonogo.co.uk
For brand corrections or challenges: admin@gonogo.co.uk