The ethics of (and why you should support us!)

Our URL shorteners and are not only fully featured and easy to use, but are also guaranteed to be run in a completely ethical manner. Here are some of the things that we feel make us an ethical service that you can trust, with some further information below: -


"Ethical" is a term that is too often bandied around as a corporate buzzword. To understand how we can have a credible ethical position in truth and not just in name, here are some details about the site's staff and ownership: -'s creator's creator and primary maintainer is Richard West, a freelance developer and technologist. Richard is passionate about making the web easier to use and building sites that serve their users rather than corporations. Things he hates with a passion include cluttered websites, animated adverts, popups and spam. As a freelancer, Richard's development of the site is always governed by the interests of its users.'s ownership is wholly owned by Memset, a UK web host. Memset's executive directors, Kate and Nick Craig-Wood, are big fans of and use it frequently. Memset is owner managed, profitable and debt free, with Kate and Nick owning 90% of the shares. They have avoided external investment so as not to be beholden to corporate greed. This means that's running and development is free of pressures from investors, shareholders etc.


All of our hosting is carbon neutral and our host is independently annually accredited to confirm this. Memset were the UK's first CarbonNeutral® web host and their directors are passionate environmentalists, enacting policies such as providing staff with electric bicycles free of charge!

The ad-free URL shortener will always remain free of any 3rd party advertising. We do mention our owner, Memset, from time to time and we're very open about this. We only do this in an informational way (e.g. to show users who is supported by) and in a restrained manner (such as via text links). We may also mention other services we own from time to time. You'll never see banner ads or popups on

Fast, reliable and looking after your data

We have experience in running a URL shortener that's both fast and reliable and have been running since 2007 with only around 12 hours of downtime (and no data loss) since it was founded. Our current distributed architecture is also a significant improvement over what we originally used and our sites should handle many billions of shortened URLs. Since our host is also our owner we are much better placed to respond to any infrastructure issues that occur than most websites.

We take all sensible precautions (e.g. RAID to protect against disk failures and redundant power supplies) to keep our critical servers running - our sites' distributed architecture also makes them tolerant against certain failures. Even if something goes catastrophically wrong in a way we haven't foreseen, we take full database backups on a daily basis which we could use to restore from.

and some thoughts from's creator on why we feel we're better than the competition...

Our URL shorteners are in the fairly unique position of having the support and investment they need to ensure continued service while having an ownership structure that allows us to have a credible ethical policy. We make our intentions clear and we mean what we say. I'd strongly encourage anyone thinking of using to compare us to our competitors. Check out their websites and make an informed decision on which URL shortener you prefer. Obviously what's most important to you is a very personal decision, but here are a few of the things I'd want to look into: -

Another thing I think it would be wise to be concerned about is how the domain name the URL shortener uses is administered. This is especially relevant because many short domains used by URL shorteners are owned by nations which don't enjoy the same freedoms many of us take for granted - as such it's quite possible they'll pull the plug on URL shorteners that link to content they don't approve of. This isn't idle speculation either - I'd encourage anyone interested to read about the case of, a sex-positive URL shortener which was shut down in this way by Libyan authorities.

The .gd top level domain that is allocated under is owned by Grenada, a Caribbean island country and Commonwealth realm which thankfully has no history of similar disputes.