Editorial & Publishing Guidelines
1. Our ethos
The Lonely Hearts Club exists to celebrate language, connection, and the printed word. Every ad, letter, and feature is written by a human being, edited for clarity, kindness, and style, and printed with care. We believe in sincerity, humour, and the slow art of correspondence.
2. What we publish
We publish personal ads, business ads, columns, and features that align with our editorial tone: discerning, witty, and human. We favour words over spectacle, curiosity over judgement, and honesty over cliché.
We do not publish:
Anything discriminatory, hateful, threatening, or harassing
Personal contact details (names, phone numbers, emails, or social media handles)
Explicit sexual content or imagery
Direct marketing, spam, or automated content
Anything defamatory, false, misleading, or infringing on another person’s rights
All submissions are reviewed by our editorial team. We reserve the right to edit for tone, length, grammar, or clarity. If a submission cannot be published, we may offer feedback where appropriate but are not obliged to do so.
3. Word limits
Personal ads: Maximum 40 words
Business ads: Maximum 20 words
We edit to fit space and preserve balance across each issue. Excess words may be trimmed gently.
4. Anonymity & identity
All personal ads are anonymous. Each advertiser receives a unique reply code. Correspondence is handled by The Lonely Hearts Club via physical mail forwarding. We never disclose names, addresses, or identifying details without the sender’s consent, except where required by law.
If identifying content is included, we may adjust or remove it to preserve anonymity.
5. Editorial rights
By submitting an ad, letter, or article, you grant The Lonely Hearts Club a non-exclusive, worldwide, royalty-free license to publish, print, and archive your submission across our platforms, printed editions, and future collections. You retain full copyright ownership.
We may reprint selected ads or letters in future anthologies or promotional materials, always with discretion and never revealing identities without permission.
6. Tone & language
We encourage wit, vulnerability, intelligence, warmth, and above all, honesty.
We discourage cruelty, irony at another’s expense, or anything written in bad faith.
A simple test: would you be proud to see your words in a bookshop, café window, or Sunday paper?
7. Accuracy & authenticity
We trust our writers and readers to be truthful. All submissions must be written by the person placing the ad or letter. Fabricated, plagiarised, or AI-generated content will be removed.
8. Replies & correspondence
Letters and replies must be handwritten or personally printed. We do not forward gifts, money, or parcels. We reserve the right to withhold or securely destroy correspondence that breaches privacy, decency, or safety standards.
9. Advertising standards
All business or cultural ads must be genuine and relevant to our readership. We welcome independent, creative, or community-based ventures. We do not accept ads for:
Large corporations or political campaigns
Adult services or escort agencies
Gambling, weapons, or controlled substances
All advertising must comply with the UK Code of Non-broadcast Advertising and Direct & Promotional Marketing (CAP Code) and relevant UK laws.
10. Discretion & rejection
We reserve the right to decline or remove any submission at our discretion and without explanation. All editorial decisions are final.
11. Corrections & complaints
If you spot an error or wish to withdraw your ad, please contact us before publication. We can amend text up to five working days before print.
Complaints will be handled discreetly and in line with ASA and UK consumer standards.
12. Spirit of the Club
This is a paper for romantics, writers, and the incurably curious. By submitting, you join a quiet rebellion against noise. A place where words matter, letters linger, and time moves at the pace of a good sentence.