SnowBrains Editorial & Fact-Checking Policy
Effective July 2025
Last updated: [July 8, 2025]
At SnowBrains, we are committed to delivering accurate, transparent, and compelling reporting that reflects the highest journalistic standards. As the world’s largest independent snowsports media outlet, we recognize the responsibility that comes with informing and inspiring a global community of skiers, snowboarders, mountain guides, avalanche professionals, scientists, and outdoor enthusiasts.
Editorial Independence
SnowBrains maintains complete editorial independence from advertisers, sponsors, affiliates, and resort partners. While we collaborate with brands on sponsored content and expedition storytelling, editorial decisions are made solely by our newsroom team and contributors. Sponsored content is always labeled clearly and adheres to our commitment to factual accuracy.
Sourcing & Verification
Our editors and contributors draw upon firsthand reporting, expert interviews, on-the-ground field experience, and primary source material. We verify all claims using the following best practices:
- Weather and avalanche data are cited directly from NOAA, NWS, CAIC, Avalanche.org, and other regional forecasting centers.
- Ski resort stats, operations updates, and closures are confirmed via official resort communications or credible PR channels.
- Injury and incident reports are cross-checked with official statements, emergency services, and eyewitness verification whenever possible.
In science-related coverage, including climate change, snowpack trends, or avalanche studies, we cite peer-reviewed journals, recognized research institutions, or qualified domain experts.
Use of Anonymous Sources
We rarely use anonymous sources and do so only when the information is essential to the story and cannot be obtained otherwise. When anonymity is granted, the source’s credibility and intent are vetted by the editor-in-chief or a senior editor.
Corrections & Clarifications
We strive for complete accuracy in every report. When errors occur, we correct them promptly and transparently. Corrections will be appended to the original story with the date of the update and a brief note outlining the nature of the correction.
If you spot an error or wish to request a correction, please email:
steven@snowbrains.com
Attribution & Plagiarism
We expect all contributors and editors to strictly avoid plagiarism. All material drawn from other outlets, experts, or studies must be fully attributed. Quotations are indicated with quotation marks and a named source. Use of AI-generated material is restricted and must be transparently reviewed and approved by a human editor.
Original Photography & Field Reporting
Unlike many digital publishers, SnowBrains emphasizes original field reporting. Many of our stories are written by skiers and guides in the field, often in real time. Images, videos, and written accounts from the mountains are clearly captioned and attributed to the author or photographer.
We believe that true expertise is earned in the skin track, on the summit push, or during the storm cycle. That philosophy guides both our editorial voice and our fact-checking rigor.
Editorial Review & Approval Process
All stories published by SnowBrains undergo one or more of the following levels of editorial review:
- Senior Editor Review – for tone, clarity, accuracy, and completeness
- Fact-Check Crosswalk – for critical claims, statistics, or scientific references
- Legal Review (when applicable) – for investigations, defamation risks, or sensitive disclosures
Final Word
At SnowBrains, we are not just writers — we are skiers, guides, scientists, photographers, and storm chasers. We report from experience, write with integrity, and hold ourselves accountable to the truth.
If you ever feel we’ve fallen short, we welcome your feedback.
steven@snowbrains.com (Chief Operating Officer)
www.snowbrains.com