Key Principles

We work to three key principles:

Consistency: precise and objectively measured criteria


Scoring is quantitative and algorithmic to provide a unique mechanism to compare websites, which crucially allows whiteBULLET to score websites objectively against consistent parameters.

Credibility: industry validation yet independent


Our systems and processes have been developed in accordance with legal best practices and have been openly reviewed with key Internet stakeholders.

Accountability: transparent and open to review


We believe in due process and fair assessment to maintain robust standards and foster innovation on the web. We have developed a process of enquiry for access to scores.