How HiddenHelp keeps support-first recommendations separate from deals
How HiddenHelp separates genuine support from sales, referral incentives and comparison journeys so vulnerable users can see why a route is recommended.
Last reviewed: 6 July 2026 · UK guidance
In brief
Support-first means the recommendation is chosen because it addresses the user’s need, not because an organisation paid to appear. Official, charitable and free advice routes should be visible before commercial alternatives where that is appropriate.
A commercial relationship is not automatically wrong, but it must be disclosed and must not change evidence status, suppress free help or make a sales page look like an affordability service.
What a support route must prove
The destination should match the action promised: an application, affordability team, official eligibility page, advice service or complaint route. A homepage, login screen or product sales page is not enough. HiddenHelp should record the source, jurisdiction, checked date and any important limitation.
How commercial involvement should be shown
Paid placement, sponsorship or affiliate links must be labelled in plain language near the action. The user should still be able to reach a suitable free route without giving data to a commercial partner. Payment must never turn an unverified claim into a trusted recommendation.
Why this matters for vulnerable users
People under pressure may interpret ordering, colour and button prominence as endorsement. A “save money” button can encourage a risky switch or credit application when hardship help would be safer. The design should explain whether the next page is support, comparison, purchase or general information.
How to challenge a HiddenHelp recommendation
The site should offer a correction route for broken links, misleading descriptions or conflicts. Reports should be investigated against the canonical source rather than simply hiding criticism. Material changes should be recorded in release evidence.
A transparency question for any service
This can be used with HiddenHelp or another directory.
Please explain why this organisation is recommended, whether any payment or referral relationship is involved, what evidence was checked, and whether there is a free or official alternative. I also need to know how to report an inaccurate or outdated listing.
A practical checklist
- Check that the destination matches the button label.
- Show commercial relationships beside the recommendation.
- Keep free and official support visible.
- Provide a correction and complaints route.
Check the current information
These are the most relevant official or specialist places to confirm live rules, availability and application details.
citizensadvice.org.uk
Open official informationgov.uk
Open official informationChoose one next action
You do not need to finish everything today. Find a relevant organisation through National Help, or save the action you want to return to in your Support Plan.
Use this with a HiddenHelp tool
Turn the information into one manageable next step.
HiddenHelp explains options and helps you organise a next step. It does not decide eligibility, make awards, or replace regulated legal, medical or financial advice.