Editorial Guidelines
Jul 14, 2026, 13:21 IST
TIMES PETSEditorial Guidelinestimespets.comVersion 1.0 | Effective Date: 02 July 2026 | Times Internet Limited
TIMES PETS
Editorial Guidelines
timespets.com
Version 1.0 | Effective Date: 02 July 2026 | Times Internet Limited
1. Purpose & Scope
These Editorial Guidelines govern all content published on timespets.com across its verticals — Health & Nutrition, Breeds, Training Tips, Behavior Decoder, and Travel Tails — including staff-written, freelance, syndicated, and sponsored content. All contributors, editors, and partners producing content for Times Pets are required to comply with these guidelines as a condition of publication. These Editorial Guidelines establish the minimum editorial and legal standards applicable to publication on Times Pets. They supplement, and do not replace applicable law, internal company policies and editorial judgment.
2. Applicable Legal Framework (India)
Times Pets content is published subject to, and must remain compliant with, the following Indian legal and regulatory frameworks:
Information Technology Act, 2000 & IT (Intermediary Guidelines and Digital Media Ethics Code) Rules, 2021 — compliance with applicable obligations for digital publishers, including, grievance redressal mechanisms, lawful content moderation, and compliance with content takedown within given timelines.
Digital Personal Data Protection Act, 2023 (DPDPA) — Applies to the collection, use, storage and processing of any reader data, including registrations, comments, newsletter sign-ups, and other interactive quizzes. and features.
Copyright Act, 1957 — Protects literary, artistic and photographic works. Governs image and text sourcing, with particular relevance given the site's reliance on wildlife and pet photography, and the limits of permissible fair use and require that all text, images, videos and other third-party content must be obtained through a license, permission or other lawful means, attributed where required, or otherwise used in accordance with copyright law.
Consumer Protection Act, 2019 & CCPA Guidelines on Misleading Advertisements — Critical for Health & Nutrition content, product mentions, and all sponsored/affiliate content.
Consumer Protection (Endorsements for Misleading Advertisements) Guidelines, 2022 and the ASCI Code for Self-Regulation of Advertising – Regulates misleading advertisements, endorsements, product claims, affiliate content and sponsored content.
Wildlife Protection Act, 1972 — Directly relevant to content on rare, endangered, or exotic species; also governs the legality of owning certain species as pets. Regulates the protection, possession, trade and ownership of protected wildlife. Editorial content must not encourage or facilitate illegal wildlife trade, poaching, unlawful possession or acquisition of protected or endangered species.
Prevention of Cruelty to Animals Act, 1960 — Requires humane treatment of animals. Relevant to Training Tips and Behavior Decoder content; Editorial content must not depict, endorse or recommended practices that constitutes or amount to cruelty. abuse, neglect or unnecessary suffering to animals.
Pet Shop Rules, 2018 & Dog Breeding and Marketing Rules, 2017 (under PCA 1960) — Relevant where Breeds content touches on sourcing, buying, or breeding animals. Editorial content must promote responsible pet ownership and must discourage illegal, unethical or unregulated breeding, sale or sourcing of animals.
Press Council of India Norms of Journalistic Conduct — Persuasive (not binding); referenced as good editorial practice. Sets recognised standards of ethical journalism relating to accuracy, fairness, privacy, responsible reporting and corrections.
Drugs and Magic Remedies (Objectionable Advertisements) Act, 1954- Prohibits advertisements and claims relating to the diagnosis, cure, mitigation or prevention of specified diseases and conditions. Editorial content must not publish unsubstantiated veterinary, medical or therapeutic claims or present anecdotal remedies as established fact, particularly where such content could reasonably be perceived as promoting specific products or treatments.
Food Safety and Standards Act, 2006- Relevant to articles reviewing or discussing pet food, treats and nutritional products. Editorial content must not make false, misleading or unsubstantiated nutritional, safety or health claims regarding pet food products particularly where such content could reasonably be perceived as promoting specific products.
3. Category-Specific Standards
3.1 Health & Nutrition
• No specific dosage, medication, or treatment claims may be published without citing a qualified veterinary source such as a qualified veterinarian or recognised veterinary authority. Editorial content must not publish or imply exaggerated, misleading or unverified claims regarding the effectiveness, safety or benefits of pet food, supplements, grooming products, wellness products, behavioural aids or similar products. Testimonials, ‘before-and-after” depictions and comparative claims must be used only where they are truthful, substantiated and compliant with applicable law.
• Every Health & Nutrition article must carry the mandatory disclaimer set out below.
Mandatory Disclaimer Text: "This article is for informational purposes only and is not a substitute for professional veterinary advice. Do not ignore or delay professional medical advice because of information in this article."
• Claims about specific foods, supplements, or ingredients being harmful or beneficial must cite a veterinary or peer-reviewed source, not general internet consensus.• Alternative or complementary therapies (e.g., acupuncture, aromatherapy, holistic healing) must be labelled as complementary/traditional practices, not clinically proven treatments, to avoid misleading-claims exposure under the Consumer Protection Act, 2019.
• Where an article compiles or paraphrases AI-generated symptom/treatment add source information (veterinary-source-citation) and disclaimer, as “This article is for informational purposes only and is not a substitute for professional veterinary advice. Do not ignore or delay professional medical advice because of information in this article.”
• Content describing emergency circumstances should positively direct readers to seek immediate veterinary or poison-control rather than relying solely on online information.
3.2 Breeds
• Content on rare or exotic animals must not include information that could facilitate illegal wildlife trade or poaching, including sourcing details, trafficking routes, or purchase guidance for protected species.
• Any mention of owning an exotic or wild species must note applicable legal restrictions under the Wildlife Protection Act, 1972, rather than presenting the species as generally available as a pet. Content featuring venomous, aggressive, wild, exotic or otherwise potentially dangerous species or breeds must not encourage or glamorise their ownership or handling.
• Editorial content identifying or reviewing adoption or rescue organisations, breeders, shelters, veterinary clinics or other identifiable entities must be fair, accurate and evidence-based.
• Content must not promote acquisition of animals from unregistered or unverified breeders; where relevant, adoption should be noted as an alternative. Articles containing guidance on handling, keeping or interacting with such animals should include an appropriate safety disclaimer, be based on credible expert sources, and avoid framing such content as novelty, entertainment or clickbait.
Safety Disclaimer: “Certain species or breeds featured in this article may be dangerous or require specialised training, handling, permits or care. Readers should not attempt to handle, acquire or interact with such animals without appropriate expertise and in compliance with applicable laws and safety requirements.”
• Claims about breed-specific health predispositions or temperament must cite a veterinary or credible source rather than anecdote presented as fact.
3.3 Training Tips & Behavior Decoder
• No training method may be depicted or recommended that constitutes cruelty under the Prevention of Cruelty to Animals Act, 1960 — this includes content endorsing physical punishment, shock collars, or fear-based training as effective or recommended.
• Behavioral or scientific claims about animals must cite a credible source. Headlines and framing using sensationalized language (e.g., "shocking truth," "hidden secret") must be fact-checked against the underlying claim before publication to ensure the framing does not overstate or misrepresent the source.
• Content addressing extinction, endangered status, or conservation must be sourced from credible scientific or conservation bodies.
3.4 Travel Tails
• Factual accuracy is required for all pet-travel regulations referenced, including airline rules, quarantine requirements, and international pet import/export laws.
• Any claim about a specific regulation must carry a caveat directing readers to verify current requirements with the relevant airline or authority before booking or traveling, since these rules change frequently and readers may act directly on this content.
3.5 Defamation & Reputational Risk, Sub Judice & Court Reporting
• Any claim or allegation of wrongdoing against a named breeder, shelter, adoption organisation, veterinary clinic, or other person identifiable entity should, wherever practicable, be verified using at least two independent and credible sources prior to publication.
• Content must clearly distinguish between “accused”, ”alleged”, “suspected”, “under investigation” “charged”, “convicted/guilty” and “acquitted/not guilty” when describing a named individual or organisation. Material factual claims or allegations concerning an identifiable individual or organisation must, wherever practicable, be verified using at least two independent and credible sources prior to publication. Where verification is not practicable, the content must either not be published or must clearly state the limitations on verification. • Subjects of critical coverage must be given a genuine opportunity to respond before publication, wherever feasible (right of reply).
• No fabricated quotes, composite characters, or reconstructed dialogue may be presented as fact.
• No commentary that could prejudice an ongoing trial or amount to contempt of court; content must report only what is on the court record. Court reporting must accurately reflect the court record, pleadings, orders, judgments or verified proceedings. Headlines and summaries must not overstate what the court has held or imply guilt, liability or judicial findings where none exist.
3.6 Sponsored Content, Affiliate Links & Advertorials
• All sponsored/branded content must be labelled “Sponsored,” “Advertorial,” or “In partnership with” — with no ambiguity — per the Consumer Protection (E-Commerce) Rules and ASCI guidelines.
• Affiliate links (product recommendations, “best of” lists for food, accessories, grooming products, etc.) must carry an affiliate disclosure statement.
• Editorial and commercial content must remain visually and structurally distinguishable. All material connections or paid promotions must be appropriately disclosed; all sponsored content, affiliate articles, product reviews, endorsements, influencer collaborations and branded content and promotional content must use labels such as 'Advertisement', 'Sponsored', 'Paid Partnership' or '#Ad/#Sponsored', as appropriate, and must comply with applicable disclosure requirements under law and the ASCI Code.
3.7 User-Generated Content, Quizzes & Comments
• Comment moderation policy must screen for hate speech, harassment, defamatory statements, and content violating the IT Rules, 2021 (Intermediary Guidelines and Digital Media Ethics Code).
• Interactive quizzes that collect personal data must carry a clear consent notice at the point of collection, stating what is collected and how it will be used, per the DPDPA, 2023.
• Comment sections must be subject to appropriate content moderation measures, including automated tools and/or human review, to identify and address hate speech, harassment, defamatory or other prohibited content consistent with Section 7 (Prohibited Content). An accessible mechanism must be available for readers to report objectionable content for review.
4. Sourcing & Attribution
• No plagiarism. Syndicated wire content must meet a minimum rewrite/paraphrase standard.
• AI-assisted content must be human fact-checked prior to publishing. AI involvement must be disclosed in accordance with internal policy.
• Images must be licensed or stock-cleared. Unauthorized use of copyrighted wildlife or pet photography without rights clearance is prohibited.
• No publishing of private individuals’ personal data (address, phone number, minors’ identities) featured in pet-owner stories, testimonials, or photographs without consent, consistent with the DPDP Act, 2023.
• No use of celebrity or influencer images implying endorsement of a product, breed, or service without confirmed authorization and rights clearance.
5. Grievance Redressal
Mandatory under the IT (Intermediary Guidelines and Digital Media Ethics Code) Rules, 2021:
• A designated Grievance Officer must be appointed, with name and contact details published on the site.
• Takedown or court-order requests received at the editorial desk must be routed to Legal for review and action; editorial staff must not action such requests unilaterally.
• Complaints must be acknowledged within 24 hours and resolved within 15 days. All complaints, notices, takedown requests, moderation decisions and actions taken must be documented and retained for a minimum period of 180 days, or such longer period as may be required under applicable law or internal record retention policies.
• Content flagged under a court or government order must be taken down within 36 hours unless specified for immediate or in shorter time period under such order.
6. Corrections Policy
• Factual errors must be corrected promptly, with a visible correction note and timestamp.
• Silent edits that materially change a published claim are not permitted.
• Content identified by editors, moderators or automated monitoring systems as prima facie unlawful, misleading, defamatory or otherwise violative of these Guidelines must be escalated immediately and reviewed within 24 hours.
7. Prohibited Content
The following categories of content are prohibited across all Times Pets verticals:
• Hate speech and misinformation
• Content facilitating illegal wildlife trade, poaching, or trafficking of protected species
• Content depicting or endorsing animal cruelty
• Defamatory statements about identifiable individuals or businesses (e.g., breeders, shelters, veterinary clinics)
• Unverified veterinary or medical advice presented as fact
• Plagiarized material
Approved for publication as the governing editorial policy for timespets.com.
Times Internet Limited
Editorial Guidelines
timespets.com
Version 1.0 | Effective Date: 02 July 2026 | Times Internet Limited
1. Purpose & Scope
These Editorial Guidelines govern all content published on timespets.com across its verticals — Health & Nutrition, Breeds, Training Tips, Behavior Decoder, and Travel Tails — including staff-written, freelance, syndicated, and sponsored content. All contributors, editors, and partners producing content for Times Pets are required to comply with these guidelines as a condition of publication. These Editorial Guidelines establish the minimum editorial and legal standards applicable to publication on Times Pets. They supplement, and do not replace applicable law, internal company policies and editorial judgment.
2. Applicable Legal Framework (India)
Times Pets content is published subject to, and must remain compliant with, the following Indian legal and regulatory frameworks:
Information Technology Act, 2000 & IT (Intermediary Guidelines and Digital Media Ethics Code) Rules, 2021 — compliance with applicable obligations for digital publishers, including, grievance redressal mechanisms, lawful content moderation, and compliance with content takedown within given timelines.
Digital Personal Data Protection Act, 2023 (DPDPA) — Applies to the collection, use, storage and processing of any reader data, including registrations, comments, newsletter sign-ups, and other interactive quizzes. and features.
Copyright Act, 1957 — Protects literary, artistic and photographic works. Governs image and text sourcing, with particular relevance given the site's reliance on wildlife and pet photography, and the limits of permissible fair use and require that all text, images, videos and other third-party content must be obtained through a license, permission or other lawful means, attributed where required, or otherwise used in accordance with copyright law.
Consumer Protection Act, 2019 & CCPA Guidelines on Misleading Advertisements — Critical for Health & Nutrition content, product mentions, and all sponsored/affiliate content.
Consumer Protection (Endorsements for Misleading Advertisements) Guidelines, 2022 and the ASCI Code for Self-Regulation of Advertising – Regulates misleading advertisements, endorsements, product claims, affiliate content and sponsored content.
Wildlife Protection Act, 1972 — Directly relevant to content on rare, endangered, or exotic species; also governs the legality of owning certain species as pets. Regulates the protection, possession, trade and ownership of protected wildlife. Editorial content must not encourage or facilitate illegal wildlife trade, poaching, unlawful possession or acquisition of protected or endangered species.
Prevention of Cruelty to Animals Act, 1960 — Requires humane treatment of animals. Relevant to Training Tips and Behavior Decoder content; Editorial content must not depict, endorse or recommended practices that constitutes or amount to cruelty. abuse, neglect or unnecessary suffering to animals.
Pet Shop Rules, 2018 & Dog Breeding and Marketing Rules, 2017 (under PCA 1960) — Relevant where Breeds content touches on sourcing, buying, or breeding animals. Editorial content must promote responsible pet ownership and must discourage illegal, unethical or unregulated breeding, sale or sourcing of animals.
Press Council of India Norms of Journalistic Conduct — Persuasive (not binding); referenced as good editorial practice. Sets recognised standards of ethical journalism relating to accuracy, fairness, privacy, responsible reporting and corrections.
Drugs and Magic Remedies (Objectionable Advertisements) Act, 1954- Prohibits advertisements and claims relating to the diagnosis, cure, mitigation or prevention of specified diseases and conditions. Editorial content must not publish unsubstantiated veterinary, medical or therapeutic claims or present anecdotal remedies as established fact, particularly where such content could reasonably be perceived as promoting specific products or treatments.
Food Safety and Standards Act, 2006- Relevant to articles reviewing or discussing pet food, treats and nutritional products. Editorial content must not make false, misleading or unsubstantiated nutritional, safety or health claims regarding pet food products particularly where such content could reasonably be perceived as promoting specific products.
3. Category-Specific Standards
3.1 Health & Nutrition
• No specific dosage, medication, or treatment claims may be published without citing a qualified veterinary source such as a qualified veterinarian or recognised veterinary authority. Editorial content must not publish or imply exaggerated, misleading or unverified claims regarding the effectiveness, safety or benefits of pet food, supplements, grooming products, wellness products, behavioural aids or similar products. Testimonials, ‘before-and-after” depictions and comparative claims must be used only where they are truthful, substantiated and compliant with applicable law.
• Every Health & Nutrition article must carry the mandatory disclaimer set out below.
Mandatory Disclaimer Text: "This article is for informational purposes only and is not a substitute for professional veterinary advice. Do not ignore or delay professional medical advice because of information in this article."
• Claims about specific foods, supplements, or ingredients being harmful or beneficial must cite a veterinary or peer-reviewed source, not general internet consensus.• Alternative or complementary therapies (e.g., acupuncture, aromatherapy, holistic healing) must be labelled as complementary/traditional practices, not clinically proven treatments, to avoid misleading-claims exposure under the Consumer Protection Act, 2019.
• Where an article compiles or paraphrases AI-generated symptom/treatment add source information (veterinary-source-citation) and disclaimer, as “This article is for informational purposes only and is not a substitute for professional veterinary advice. Do not ignore or delay professional medical advice because of information in this article.”
• Content describing emergency circumstances should positively direct readers to seek immediate veterinary or poison-control rather than relying solely on online information.
3.2 Breeds
• Content on rare or exotic animals must not include information that could facilitate illegal wildlife trade or poaching, including sourcing details, trafficking routes, or purchase guidance for protected species.
• Any mention of owning an exotic or wild species must note applicable legal restrictions under the Wildlife Protection Act, 1972, rather than presenting the species as generally available as a pet. Content featuring venomous, aggressive, wild, exotic or otherwise potentially dangerous species or breeds must not encourage or glamorise their ownership or handling.
• Editorial content identifying or reviewing adoption or rescue organisations, breeders, shelters, veterinary clinics or other identifiable entities must be fair, accurate and evidence-based.
• Content must not promote acquisition of animals from unregistered or unverified breeders; where relevant, adoption should be noted as an alternative. Articles containing guidance on handling, keeping or interacting with such animals should include an appropriate safety disclaimer, be based on credible expert sources, and avoid framing such content as novelty, entertainment or clickbait.
Safety Disclaimer: “Certain species or breeds featured in this article may be dangerous or require specialised training, handling, permits or care. Readers should not attempt to handle, acquire or interact with such animals without appropriate expertise and in compliance with applicable laws and safety requirements.”
• Claims about breed-specific health predispositions or temperament must cite a veterinary or credible source rather than anecdote presented as fact.
3.3 Training Tips & Behavior Decoder
• No training method may be depicted or recommended that constitutes cruelty under the Prevention of Cruelty to Animals Act, 1960 — this includes content endorsing physical punishment, shock collars, or fear-based training as effective or recommended.
• Behavioral or scientific claims about animals must cite a credible source. Headlines and framing using sensationalized language (e.g., "shocking truth," "hidden secret") must be fact-checked against the underlying claim before publication to ensure the framing does not overstate or misrepresent the source.
• Content addressing extinction, endangered status, or conservation must be sourced from credible scientific or conservation bodies.
3.4 Travel Tails
• Factual accuracy is required for all pet-travel regulations referenced, including airline rules, quarantine requirements, and international pet import/export laws.
• Any claim about a specific regulation must carry a caveat directing readers to verify current requirements with the relevant airline or authority before booking or traveling, since these rules change frequently and readers may act directly on this content.
3.5 Defamation & Reputational Risk, Sub Judice & Court Reporting
• Any claim or allegation of wrongdoing against a named breeder, shelter, adoption organisation, veterinary clinic, or other person identifiable entity should, wherever practicable, be verified using at least two independent and credible sources prior to publication.
• Content must clearly distinguish between “accused”, ”alleged”, “suspected”, “under investigation” “charged”, “convicted/guilty” and “acquitted/not guilty” when describing a named individual or organisation. Material factual claims or allegations concerning an identifiable individual or organisation must, wherever practicable, be verified using at least two independent and credible sources prior to publication. Where verification is not practicable, the content must either not be published or must clearly state the limitations on verification. • Subjects of critical coverage must be given a genuine opportunity to respond before publication, wherever feasible (right of reply).
• No fabricated quotes, composite characters, or reconstructed dialogue may be presented as fact.
• No commentary that could prejudice an ongoing trial or amount to contempt of court; content must report only what is on the court record. Court reporting must accurately reflect the court record, pleadings, orders, judgments or verified proceedings. Headlines and summaries must not overstate what the court has held or imply guilt, liability or judicial findings where none exist.
3.6 Sponsored Content, Affiliate Links & Advertorials
• All sponsored/branded content must be labelled “Sponsored,” “Advertorial,” or “In partnership with” — with no ambiguity — per the Consumer Protection (E-Commerce) Rules and ASCI guidelines.
• Affiliate links (product recommendations, “best of” lists for food, accessories, grooming products, etc.) must carry an affiliate disclosure statement.
• Editorial and commercial content must remain visually and structurally distinguishable. All material connections or paid promotions must be appropriately disclosed; all sponsored content, affiliate articles, product reviews, endorsements, influencer collaborations and branded content and promotional content must use labels such as 'Advertisement', 'Sponsored', 'Paid Partnership' or '#Ad/#Sponsored', as appropriate, and must comply with applicable disclosure requirements under law and the ASCI Code.
3.7 User-Generated Content, Quizzes & Comments
• Comment moderation policy must screen for hate speech, harassment, defamatory statements, and content violating the IT Rules, 2021 (Intermediary Guidelines and Digital Media Ethics Code).
• Interactive quizzes that collect personal data must carry a clear consent notice at the point of collection, stating what is collected and how it will be used, per the DPDPA, 2023.
• Comment sections must be subject to appropriate content moderation measures, including automated tools and/or human review, to identify and address hate speech, harassment, defamatory or other prohibited content consistent with Section 7 (Prohibited Content). An accessible mechanism must be available for readers to report objectionable content for review.
4. Sourcing & Attribution
• No plagiarism. Syndicated wire content must meet a minimum rewrite/paraphrase standard.
• AI-assisted content must be human fact-checked prior to publishing. AI involvement must be disclosed in accordance with internal policy.
• Images must be licensed or stock-cleared. Unauthorized use of copyrighted wildlife or pet photography without rights clearance is prohibited.
• No publishing of private individuals’ personal data (address, phone number, minors’ identities) featured in pet-owner stories, testimonials, or photographs without consent, consistent with the DPDP Act, 2023.
• No use of celebrity or influencer images implying endorsement of a product, breed, or service without confirmed authorization and rights clearance.
5. Grievance Redressal
Mandatory under the IT (Intermediary Guidelines and Digital Media Ethics Code) Rules, 2021:
• A designated Grievance Officer must be appointed, with name and contact details published on the site.
• Takedown or court-order requests received at the editorial desk must be routed to Legal for review and action; editorial staff must not action such requests unilaterally.
• Complaints must be acknowledged within 24 hours and resolved within 15 days. All complaints, notices, takedown requests, moderation decisions and actions taken must be documented and retained for a minimum period of 180 days, or such longer period as may be required under applicable law or internal record retention policies.
• Content flagged under a court or government order must be taken down within 36 hours unless specified for immediate or in shorter time period under such order.
6. Corrections Policy
• Factual errors must be corrected promptly, with a visible correction note and timestamp.
• Silent edits that materially change a published claim are not permitted.
• Content identified by editors, moderators or automated monitoring systems as prima facie unlawful, misleading, defamatory or otherwise violative of these Guidelines must be escalated immediately and reviewed within 24 hours.
7. Prohibited Content
The following categories of content are prohibited across all Times Pets verticals:
• Hate speech and misinformation
• Content facilitating illegal wildlife trade, poaching, or trafficking of protected species
• Content depicting or endorsing animal cruelty
• Defamatory statements about identifiable individuals or businesses (e.g., breeders, shelters, veterinary clinics)
• Unverified veterinary or medical advice presented as fact
• Plagiarized material
Approved for publication as the governing editorial policy for timespets.com.
Times Internet Limited