Full Fact
Full Fact is the UK's independent fact-checking charity, founded in 2010, that uses its proprietary Full Fact AI toolset to verify claims made by politicians, media and viral online content for the UK public, media organisations, and platform partners including Meta and Google News.
- Company typePrivate
- Founded2010
- HeadquartersLondon, United Kingdom
- Headcount11–50
- GTM typeB2C
- OfferingServices
What Full Fact does
Full Fact is the UK's independent fact-checking charity, established in 2010 as a non-profit company limited by guarantee (charity no. 1158683) and headquartered in London. The organisation provides impartial, evidence-based verification of claims made by politicians, public figures, media outlets and viral online content, organised across topic verticals such as politics, health, immigration, the economy and science. Its core distribution surfaces include the public website (fullfact.org), a 73,000+ subscriber weekly email newsletter, and active presences on Twitter/X, Facebook and Instagram.
The core technology is Full Fact AI, a set of in-house tools developed by Full Fact and used by fact checkers worldwide. It combines natural language processing, computer vision, knowledge retrieval and anomaly detection to monitor online news, radio, social media, TV and YouTube, and to identify, extract and surface claims for human verification across text, image, video and audio modalities. Adjacent products include the Government Tracker (a productised accountability feed monitoring delivery of government pledges), the Misinformation Toolkit, and self-paced e-learning courses. AI is positioned as a force multiplier for human fact checkers rather than as a substitute.
Revenue is generated through a hybrid model appropriate for a charity: individual donations, charitable trust grants (including the Joseph Rowntree Charitable Trust), corporate supporters, fees from training and statistics masterclasses, and revenue from the wholly-owned trading subsidiary Full Fact Services, which also delivers services under Meta's Third Party Fact Checking programme. All fact-check content is free to access and pricing for end-users is non-existent. Strategic partnerships with Meta/Facebook (Third Party Fact Checking since 2019) and Google News (Fact Check label, the only UK participant since 2016) provide both revenue and privileged platform distribution. The organisation holds IFCN and EFCSN certifications, a relevant cross-party board structure, and was estimated at 11-50 employees.
Full Fact firmographics
Firmographics- Name
- Full Fact
- Legal name
- Full Fact
- Website
- https://fullfact.org
- Company type
- Private
- Founded year
- 2010
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Full Fact is the UK's independent fact-checking charity, founded in 2010, that uses its proprietary Full Fact AI toolset to verify claims made by politicians, media and viral online content for the UK public, media organisations, and platform partners including Meta and Google News.
- Ownership category
- akta.pro rank
Full Fact industry classification
Industry- Product category
- Fact-Checking Services and Media Integrity
- NAICS
- Web Search Portals and All Other Information Services (519290)
- akta.pro primary industry
- AI-Generated Content Detection & Authorship Verification (EDAFALAB)
- akta.pro secondary industries
- Content Authenticity, Watermarking & Deepfake Detection (HDAAAKAK), Content Identification & Matching (Fingerprinting, ID Resolution) (MPAHALAE)
Keywords
Where Full Fact is headquartered
LocationHeadquarters
- HQ city
- London
- HQ country
- United Kingdom
- HQ region
- Europe
Offices1 record
Markets served
Full Fact business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Personnel, Technology or R&D, Operations, Marketing or Sales, Others
Revenue model
- Individual donations: Full Fact is a registered charity that relies on donations from individuals to fund operations.
- Charitable trusts: Funding from charitable trusts including the Joseph Rowntree Charitable Trust. All donations greater than £5,000 are listed on their funding page.
- Corporate supporters: Funding from corporate supporters. Corporate donations are listed on the funding page.
- Training and masterclasses: Full Fact earns money from running fact checking and statistics masterclasses.
- Full Fact Services (trading company): Revenue generated through their trading company, Full Fact Services.
- Facebook Third Party Fact Checking: Full Fact independently fact checks Facebook content as part of Meta's Third Party Fact Checking initiative, providing a revenue stream from this platform partnership.
Go-to-market motion2 records
Distribution channels6 records
Marketing channels8 records
Full Fact product offering
Product offeringCore offering
Full Fact is the UK's independent fact-checking charity. It publishes free, impartial, evidence-based fact checks of claims made by politicians, public figures, and viral online content across politics, health, immigration, economy and other topics. Its core offering is supported by Full Fact AI, a proprietary set of automated tools that monitor online news, radio, social media, TV and YouTube to identify claims for verification at scale, alongside Government Tracker, training masterclasses, and Third Party Fact Checking for Facebook.
Product overview
Full Fact is the UK's independent fact-checking charity offering a unified platform of tools and services for fighting misinformation. The core offering consists of fact-checking content published freely on their website, supported by Full Fact AI—an automated toolset that monitors media sources (online news, radio, social media, TV, YouTube) to identify claims for verification. The Government Tracker monitors government promises, while the Misinformation Toolkit and e-learning courses provide educational resources for the public. All content is free to access, with donations funding the charity's operations.
Differentiator
Problem solved
Functional benefit
Brands
- Full Fact AI: A set of tools developed by Full Fact and used by fact checkers around the world to monitor public debate, find misinformation, and take action.
- Government Tracker
- Full Fact Services
Products and services
- Full Fact AI A set of AI-powered tools developed by Full Fact and used by fact-checkers around the world to monitor public debate, find misinformation, and take action. The technology monitors online news, radio, social media, TV and YouTube at scale to identify claims for verification.
- Fact Checks Full Fact's core fact-checking service, providing impartial, evidence-based verification of claims made by politicians, public figures, media outlets, and viral online content across topics including politics, health, immigration, economy, culture, science, environment, crime, education, conflict, shopping, hoaxes, US, Europe and world affairs.
- Government Tracker Full Fact's monitoring system tracking the UK government's delivery on its promises, including Labour manifesto pledges and Prime Ministerial commitments, with public verdicts on progress against key promises.
- Misinformation Toolkit Educational resources including practical guides, videos, and tips for spotting fake news and misinformation, designed for students, teachers, and the general public to check claims in daily life.
- Self-Paced E-Learning Self-paced online courses in fact-checking, media literacy, and data analysis, part of Full Fact's training offerings that include trainer-led workshops and practical skills development.
- Third Party Fact Checking (Facebook / Meta) Full Fact independently fact-checks content on Facebook as part of Meta's Third Party Fact Checking initiative, rating content using labels including false, partly false, missing context, and misleading.
- Google News Fact Check Label Structured schema.org ClaimReview markup applied to Full Fact fact-checking articles enabling Google News to surface fact checks with a 'Fact check' label in search results. Full Fact is the only UK organisation involved in this pioneering work.
Quantifiable outcome
- Reached millions of people during EU referendum through media partnerships
- +2 more outcomes
Companies that use Full Fact
Customer profileNamed customers6 records
Segments5 records
Ideal customer profiles4 records
Full Fact technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration2 records
AI capability9 records
Feature2 records
Full Fact partnerships and signals
Strategic signalPartnerships
Nine partnerships are on record, tiered key, core and minor.
- UK ParliamentkeyFull Fact CEO Chris Morris gave evidence to MPs on the Representation of the People Bill, advocating that the bill 'falls significantly short of its original aims' regarding restoring trust and strengthening democratic integrity.
- Meta Oversight BoardkeyFull Fact provided written evidence and participated in stakeholder events on the Meta Oversight Board's review of Community Notes. Full Fact's research is widely cited in the published opinion regarding inadequate standalone solutions for harmful misinformation.
- Google NewscoreFull Fact is the only UK organisation involved in Google's Fact Check label initiative. They pioneered the schema.org ClaimReview markup for fact-checking articles, enabling Google News to label and surface fact-checks in search results.
- Straight StatisticsminorCampaign by journalists and statisticians to improve understanding and use of statistics by government, politicians, companies, advertisers and media. Merged with Full Fact in 2011, expanding their statistical expertise.
- Facebook (Meta)coreFull Fact independently fact checks Facebook content as part of Meta's Third Party Fact Checking initiative. Content is rated as false, misleading, etc. This is a verified partnership where Full Fact provides fact-checking services to the platform.
- LBC RadiokeyFull Fact partnered with LBC radio to produce weekly factcheck videos for their website during the EU referendum. The partnership reached millions of listeners through Nick Ferrari's Breakfast Show and video content published on both Full Fact's and LBC's platforms.
- The TelegraphkeyFull Fact produced factcheck content in partnership with The Telegraph during the EU referendum and subsequent political events, reaching their audience of millions.
- European Fact Checking Standards Network (EFCSN)coreFull Fact is a verified member of the European Fact Checking Standards Network and part of its governance body. This means Full Fact meets the requirements of the European Code of Standards for Independent Fact-Checking Organisations, certified by independent assessors.
- International Fact-Checking Network (IFCN)coreFull Fact is a verified signatory of the IFCN Code of Principles, which they helped develop in 2016. The IFCN monitors trends in fact checking, provides training resources, and hosts the annual #GlobalFact conference.
Scale indicators8 records
Recent moves6 records
Expansion highlights6 records
Full Fact competitors and assessment
Company assessmentDirect peers
- Snopes: One of the oldest and largest independent fact-checking organizations, operating a similar model of publishing verified claims debunking misinformation across politics, health, and viral content. Comparable in mission and audience, though US-focused and for-profit.
- PolitiFact: Pulitzer Prize-winning fact-checking organization that rates claims made by politicians and public figures. Directly comparable in methodology, IFCN membership, and focus on political misinformation, though US-centric.
- FactCheck.org: Nonpartisan fact-checking project focused on verifying claims made by US political figures. Comparable in editorial standards, IFCN verification, and nonprofit structure, though US-focused.
- Maldita.es: Spanish fact-checking organization using similar AI-assisted verification methods and participating in Meta's Third Party Fact Checking program. Comparable in technology adoption and partnership model, though regionally focused on Spain.
- Chequeado: Argentine fact-checking nonprofit, IFCN signatory and early Latin American pioneer of fact-checking methodology. Comparable as a nonprofit fact-checker with policy advocacy and media-literacy training offerings, though Latin American in focus.
- Lead Stories: Internet trend-monitoring and fact-checking organization, partner in Meta's Third Party Fact Checking program. Comparable in platform partnerships, AI-assisted viral content debunking, and IFCN membership.
Broad incumbents
- AFP Fact Check: Fact-checking operation of the global news agency Agence France-Presse, operating across many geographies including partnerships with Meta and Google. Comparable in scale, platform integrations, and IFCN membership, with broader newswire parentage.
- Reuters Fact Check: Fact-checking initiative of Reuters news agency, covering global misinformation at scale with established platform partnerships. Comparable in methodology and platform relationships, though part of a much larger news organization.
Emerging players
- Logically: Technology-driven fact-checking and misinformation analytics company using AI to identify and counter disinformation at scale. Comparable in AI-first approach to fact verification, though structured as a commercial company rather than charity.
Others
- Google Jigsaw: Alphabet's incubator building technology to address misinformation, including tools for content moderation and fact-checking. Comparable as a technology provider in the misinformation space and existing partner via the Google News Fact Check initiative, though operating as an internal unit of a large platform.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat6 records
Key risks6 records
Key highlights7 records
Customer concentration
Full Fact social profiles
Digital presenceFull Fact compliance and trust
Trust signalCompliance2 records
Full Fact financial estimates
Financial estimateRevenue estimate
Valuation estimate
Full Fact leadership team
Management profileNumber of profiles
Profiles8 records
Full Fact subsidiaries and ownership
Company hierarchySubsidiaries1 record
Full Fact funding detail
Funding detailFunding overview
Funding rounds2 records
Investors1 record
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Full Fact M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Full Fact
What does Full Fact do?
Full Fact is the UK's independent fact-checking charity. It publishes free, impartial, evidence-based fact checks of claims made by politicians, public figures, and viral online content across politics, health, immigration, economy and other topics. Its core offering is supported by Full Fact AI, a proprietary set of automated tools that monitor online news, radio, social media, TV and YouTube to identify claims for verification at scale, alongside Government Tracker, training masterclasses, and Third Party Fact Checking for Facebook.
Is Full Fact a public or private company?
Full Fact is a private company. It is classified as nonprofit foundation owned and is currently operating.
When was Full Fact founded?
Full Fact was founded in 2010. It employs 11 to 50 people.
Where is Full Fact based?
Full Fact is headquartered in London, United Kingdom, in the Europe region.
How does Full Fact make money?
Six revenue lines are on record. Individual donations are the primary driver. The others are charitable trusts, corporate supporters, training and masterclasses, full Fact Services (trading company) and facebook Third Party Fact Checking.
Who are Full Fact's main competitors?
Direct peers on record are Snopes, PolitiFact, FactCheck.org, Maldita.es, Chequeado and Lead Stories. Broad incumbents are AFP Fact Check and Reuters Fact Check. Logically is listed as an emerging player. Google Jigsaw is listed as an others.
Does Full Fact have an API?
No public API is recorded for Full Fact.
What industry is Full Fact in?
Full Fact's product category is Fact-Checking Services and Media Integrity. Its primary akta.pro industry code is EDAFALAB, AI-Generated Content Detection & Authorship Verification, with a secondary code of HDAAAKAK, Content Authenticity, Watermarking & Deepfake Detection. Its NAICS code is 519290.