The best isothermal bottles in the UK 2023

Ecological and functional tools, allowing you to maintain your drinks at the desired temperature, isothermal bottles bypass the use of plastic bottles. However, they are just as practical and can be carried everywhere you go, at work or during a sports session. Which isothermal water bottle to choose according to your activities? Let's find out in this article.

Bouteille d’eau isotherme Proworks
9/10

Editor's picks

Proworks Insulated Water Bottle

The best all-around insulated water bottle

This insulated water bottle will keep your favorite drink at the perfect temperature whether you're working, playing sports or traveling. Daily hydration guaranteed with this 1.5 liter insulated water bottle!

19,04 £ on Amazon

Thanks to Thermo Shield™ technology, this insulated water bottle boasts excellent insulation that allows it to keep your drink piping hot for 12 hours and ice cold for 24. Such performance is due to the joint work of a double metal wall and a leak-proof, airtight screw-on lid. If you take care to close the lid tightly after serving yourself, the insulation will be optimal.

With a capacity of 1.5 liters, this insulated water bottle will hold the amount of water needed for an adult in a day. In addition to being environmentally friendly, this reusable water bottle does not pose any health risks and preserves the flavor of your drinks thanks to its 304 stainless steel wall. All materials used are guaranteed BPA and phthalate free! In addition, we must admit it: the design of this insulated bottle is very pleasant. You won't want to store it out of sight!

Umi Insulated Bottle 500 ml 1
7/10

Best inexpensive

Umi Insulated Bottle 500 ml

The best cheap insulated water bottle

A double insulation allows this insulated bottle to preserve the temperature of your drinks for 12 to 24 hours. Healthy, it is guaranteed without BPA and without toxic substances.

11,99 £ on Amazon

A double-walled vacuum insulation, it is this ingenious system that allows this insulated bottle to preserve the temperature of your hot drinks for 12 hours and your iced drinks for 24 hours. Of course, to obtain this optimal preservation time, you will have to close the watertight cap that covers the threaded neck of this insulated bottle. By the way, it should be noted that the neck is 3.3 cm in diameter, which facilitates the addition of ice cubes, sugar or other ingredients.

With a capacity of 500 ml, this insulated bottle is made of 304 stainless steel, a material that is resistant to rust and oxidation, and which is intended for food use. Thanks to this material, this insulated bottle will not alter the taste and aroma of your drinks. Note that this bottle is so compact that it can be placed in the cup holder of a car or on the bottle holder of a bicycle. Its only drawback is its bland color, without a glossy finish.

Thermoflask Insulated Water Bottle 2
9/10

Best high-end

Thermoflask Insulated Water Bottle

The best high-end insulated water bottle

Drink through a straw or from a narrow neck? This Thermoflask isothermal bottle gives you the choice. A true daily ally, it will let you enjoy your favorite drinks at the right temperature.

65,44 £ on Amazon

Like most insulated bottles, this one relies on a double-walled structure separated by a vacuum to preserve the temperature of your favorite beverages. Guaranteed to be BPA-free and free of harmful substances, it is made of stainless steel that is treated to prevent rusting and sweating. No risk of flavor transfer or even less odor; provided, of course, that you clean the insulated bottle after each use.

What we like about this thermos flask is that it has two types of opening: a stopper with a straw or a chug lid (with a thin neck). In both cases, the bottle can be opened with one hand. This is why it is recommended for sportsmen. Even while riding a bike, you can hydrate yourself while keeping one hand on the handlebars. Plus, it fits nicely in a bike bottle holder, car cup holder and backpack mesh pocket.

Emsa Travel Insulated Mug 3
8/10

Best tumbler

Emsa Travel Insulated Mug

The best waterproof insulated mug for hot and cold drinks

This isothermal mug will keep your drinks hot for up to 4 hours and your iced drinks for up to 8 hours. Designed to be carried by hand, this 100% waterproof tumbler has an original non-slip coating.

15,68 £ on Amazon

With a capacity of 35 cl, this isothermal mug can accommodate your daily dose of hot or cold drink. The duration of temperature maintenance varies from 4 to 8 hours. This is the maximum that can be provided by this type of isothermal gourd. A double-walled insulation, combined with a vacuum, is at the origin of the performance of this tumbler which has a 360° watertight opening.

In addition to its modern design that exudes elegance, this insulated water bottle seduces by its practicality. Indeed, because a tumbler is designed to be carried in the hand, it has a very original non-slip silicone coating, embossed with the name of different coffee preparations. The tumbler can be carried in the car without risk of spillage or leakage when properly closed and is compatible with most cup holders.

Super Sparrow gourde isotherme 4
8/10

Best for any age

Super Sparrow gourde isotherme

The best insulated water bottle for any age

Thanks to its bamboo mouth, this thermos flask is suitable for both children and athletes. Made with healthy materials, it contains no BPA, phthalate or other harmful substances.

14,36 £ on Amazon
Buying guide • November 2023

Best isothermal gourd

Any specific needs?

The best all-around insulated water bottle

The best cheap insulated water bottle

The best high-end insulated water bottle

The best waterproof insulated mug for hot and cold drinks

The best insulated water bottle for any age

Your guide : Samuel

Rate this buying guide :
0/50 votes

By rating this buying guide, you are helping us to reward our best writers. Thank you!

Comparison table of the best isothermal bottles

Top Inexpensive Top of the line Tumbler For all ages
Bouteille d’eau isotherme Proworks
9/10
Umi Insulated Bottle 500 ml 5
7/10
Thermoflask Insulated Water Bottle 6
9/10
Emsa Travel Insulated Mug 7
8/10
Super Sparrow gourde isotherme 8
8/10
OUR SELECTION
Proworks Insulated Water Bottle
Umi Insulated Bottle 500 ml
Thermoflask Insulated Water Bottle
Emsa Travel Insulated Mug
Super Sparrow gourde isotherme
This insulated water bottle will keep your favorite drink at the perfect temperature whether you're working, playing sports or traveling. Daily hydration guaranteed with this 1.5 liter insulated water bottle!
A double insulation allows this insulated bottle to preserve the temperature of your drinks for 12 to 24 hours. Healthy, it is guaranteed without BPA and without toxic substances.
Drink through a straw or from a narrow neck? This Thermoflask isothermal bottle gives you the choice. A true daily ally, it will let you enjoy your favorite drinks at the right temperature.
This isothermal mug will keep your drinks hot for up to 4 hours and your iced drinks for up to 8 hours. Designed to be carried by hand, this 100% waterproof tumbler has an original non-slip coating.
Thanks to its bamboo mouth, this thermos flask is suitable for both children and athletes. Made with healthy materials, it contains no BPA, phthalate or other harmful substances.
Type
Isothermal bottle
Isothermal bottle
Thermos flask
Isothermal mug
Thermos flask
Capacity
1.5 L
0.5 L
1.2 L
0.35 L
0.50 L
Material
Stainless steel
Stainless steel
Stainless steel
Stainless steel and silicone
Stainless steel, BPA-free plastic and bamboo
Temperature preservation
12 hr hot/24 hr cold
12 h hot/24 h cold
12 hr hot/24 hr cold
4 hr hot/8 hr iced
12 hr hot/24 hr cold
Design

Help us improve this table:
Report an error, request the addition of a feature to the table, or suggest another product. Thank you for your kindness!

Buying guide - isothermal gourd

Primary Item (H2)Sub Item 1 (H3)

Why can you trust us?

Why you can trust us
Our mission
How to support us
We do NOT accept any sponsored posts or advertising.

We spend thousands of hours each year studying the major specialized websites, analyzing products of hundreds of brands and reading user feedback to advise you on the best products.

Our mission is to simplify your purchasing decisions.

We are a product review company with a single mission: to simplify your buying decisions. Our research and testing helps millions of people every year find the best products for their personal needs and budget.

We are a small team of geeks and enthusiasts.

To support us you can: use our links to make your purchases (which often earns us a small commission), share our articles on social networks, or recommend our site on your blog. Thanks in advance for your support!

How to choose your isothermal gourd

The isothermal water bottles come in a wide range of models. To find your way around, make your choice according to the following criteria.

#1 - The type of insulated bottles

In the world of insulated water bottles, there are three main types with specific characteristics.

  • The isothermal bottle uses the same principle as a double glazing. A bottle (or a cup) is inserted into another larger bottle. Between the two walls, a vacuum has been created to insulate the inner bottle and avoid heat transfer to the outer wall.
  • The thermos flask works like a classic bottle where you drink directly from the neck or from a straw. It is an isothermal bottle strictly reserved for personal use.
  • The isothermal mug, also called tumbler, is less airtight than the two previous isothermal bottles. It does not keep heat and cold for long: 4 and 8 hours maximum!

#2 - The material

Generally speaking, you can choose between plastic, glass, aluminum and stainless steel.

  • Plastic remains the preferred choice for those looking for a cheap insulated water bottle. On the other hand, look for the mention without bisphenol A (BPA) to be sure to invest in an equipment without risk for health.
  • Glass is strong and insulating, but it remains a fragile material. It is not recommended if you are looking for an insulated water bottle for sports or daily use.
  • Aluminum is just as strong. We like the insulation it offers, but it is a material that is very receptive to rust.
  • Stainless steel remains the choice for the long term. It is a strong, healthy and safe material.

#3 - The temperature retention time

If we turn to an isothermal bottle instead of a classic bottle, it is to enjoy our drinks at the desired temperature. In general, isothermal bottles as well as thermos flasks are able to maintain the temperature for about 12 to 24 hours depending on whether the preparation is hot or cold. This is why they are recommended for work, camping or outings that last several hours.

On the other hand, the insulated mug is only able to keep your drink hot or cold for 4 to 8 hours, at most. If you think you'll finish your coffee on your way to work, for example, this type of isothermal flask will be perfect.

#4 - The capacity

To determine the capacity of your isothermal flask, you should refer to your drinking habits. How many cl of drink do you need? If it's for a whole day or more, you will have to invest in an isothermal bottle that can hold 100 cl or 150 cl of liquid.

Thermos flasks, on the other hand, only exceed 75 cl in very rare cases; most have a capacity of 50 cl. For some people, this is enough for half a day or for a sports session. Finally, isothermal mugs stay below 45 cl.

#5 - The design

It is not always possible to store your isothermal water bottle in your bag, even if it is well waterproof. Many times, you will carry it in your hand or you will place it prominently on your desk. That's why design matters as much as any other criteria. Fortunately, today's manufacturers are very creative in designing insulated water bottles in a variety of themes and colors.

How does an insulated gourd work?

The isothermal gourd follows the same principle as the double-glazed insulation placed on windows: a vacuum is created between the two panes to stop the transfer of temperature. Similarly, the gourd consists of two elements separated by a vacuum: the outer wall and the inner container.

 class=

It is important to know that heat transfer occurs through three pathways: conduction (between two objects touching), radiation (a destabilization of atoms creating a heat halo around the object), and convection (directed, non-contact heat).

To keep your drinks at the desired temperature, an insulated gourd prevents convection with a tight-fitting lid that keeps outside air out of the gourd, stops conduction with the vacuum between the two elements, and stops radiation with the outer wall.

In other words, just as the insulated gourd traps heat within it, air (hot or cold) from the outside can't get in either. Nevertheless, as soon as the lid is opened or when the isothermal gourd gradually empties, it will still create convection; hence the limited effectiveness to 24 hours at most.

No dishwasher or freezer!

Avoid putting the insulated water bottle in the dishwasher to clean it. Never place it in the freezer to keep your drink longer. This can cause serious damage to the insulation. Also avoid immersing the gourd for a long time in water, as it can seep into the void between the walls.

The different types of isothermal bottles

The capacity, the use and the duration of hot/cold conservation allow to group the isothermal bottles in 3 different types.

The isothermal bottle

The isothermal bottle is an ecological alternative to plastic bottles. It has the same capacity, but stands out for its reusability. In addition, its plastic counterpart does not offer insulation and is not suitable for hot drinks; whereas it is precisely on these points that this insulated bottle puts all its potential.

With a varied capacity, the insulated bottle has a capacity between 50 cl and 150 cl. Although it is more recommended for hot drinks, it is also able to keep your drinks cold. Generally, the autonomy of this type of isothermal bottles is between 12 and 24 hours. Optimize this time by closing the bottle after each use.

We like:

  • The ecological aspect of the isothermal bottle.
  • Multiple users: you can pour the drink into several cups or mugs.
  • Large capacity.

We like less :

  • The sometimes imposing aspect of this type of isothermal bottle.

The thermos flask

The thermos flask is an isothermal version of the classic flask. Intended for personal and individual use, it allows you to drink directly from the neck or from the integrated straw, without using a mug, a glass or a cup. Moreover, this is the reason why it is preferable to put a cold or lukewarm drink in it, depending on your taste.

Like the bottle-type insulated flask, this version offers good insulation that can last from 12 to 24 hours depending on the brand and the temperature of the drink. It generally has a capacity of 35, 50 or 75 cl. It should be noted that the thermos flask is available in a sport version to be put on the frame of a bicycle or another two-wheeler. If this is the case, the thermos flask can be opened with one hand in order to facilitate the task of the cyclist/motorcyclist.

We like:

  • The compact size of the insulated bottle.
  • The possibility to drink directly from the bottle.
  • The sport version is easy to open.

We like less:

  • Its insufficient capacity for a whole day.

The isothermal mug

The isothermal mug takes the form of a cup of 35 to 45 cl in which we put and carry hot or cold drinks. Like the previous type of isothermal flask, this one is also cut for one person. Of course, it has the same insulation system as the other two, but the temperature maintenance time is reduced to half or more.

Indeed, on an isothermal mug, this duration is estimated at 4 hours for hot drinks and 8 hours for iced drinks. That's why it is used more for iced tea at the office or hot coffee on the way when you are late. Its main assets: two opening possibilities (hole for a straw and complete opening of the lid) and a non-slip part for the grip.

We like:

  • The very practical aspect of the isothermal mug.
  • The two openings of this isothermal gourd.
  • Its easy grip.

We like less:

  • The low temperature retention time.

Stainless steel or aluminium isothermal water bottle?

Motivated by an ecological and sanitary purpose, many prefer to bypass the use of plastic and turn to metal, stainless steel or aluminum insulated bottles. Which of these materials would be the best choice?

The stainless steel isothermal gourd

First of all, it is important to know that "stainless steel" is the short name for stainless steel. In other words, steel, this metal element known for its strength and durability over time, has been treated to resist oxidation and corrosion. The stainless steel isothermal water bottles stand out for their durability. They do not rust, they do not promote the proliferation of bacteria... In short, it is a healthy material!

However, stainless steel is still very affordable! Of course, stainless steel water bottles are more expensive than the plastic or aluminum versions, but the few extra euros are worth it as they represent a real investment in the long term.

The isothermal aluminium gourd

It is important to understand that aluminum is a light metal. In this sense, aluminum water bottles are just a tad heavier than their plastic counterparts. However, aluminum is more robust and therefore more durable. Its main drawback: its sensitivity to corrosion!

Corrosion means rust, which means the arrival of molecules that are toxic to humans. Of course, careful cleaning and maintenance can solve the problem. On the other hand, if we are satisfied to put only water and not sweetened drinks in the aluminium isothermal bottles, this major disadvantage will not have place to be.

Verdict

When it comes to insulated water bottles, stainless steel remains the material of choice for its healthy appearance, ease of maintenance and resistance to rust. Nevertheless, aluminum is an acceptable alternative if you only drink water or if you are meticulous about cleaning after each use.

5 good reasons to choose an insulated water bottle

There are many reasons to buy and use an insulated water bottle. Here are some of them.

An insulated water bottle to have water at the desired temperature

The main purpose of an insulated water bottle is to keep water and your favorite drinks at the temperature you want. From steaming coffee to iced tea and many other drinks enjoyed at different temperatures: the isothermal gourd does the trick! This is due to its lid, its inner and outer walls separated by a vacuum; elements that block heat transfer.

An isothermal gourd to invest in an eco-friendly equipment

Faced with a planet threatened by various forms of pollution, ecological movements are almost becoming a consumer trend. It is in this sense that the reusable isothermal gourd is preferred to the disposable plastic bottle which has disastrous consequences on our environment. No more bottles to throw away in the recycling bin!

An isothermal water bottle to have a nice tool

We might as well admit it: the design of an insulated bottle is much nicer than other bottles. You can choose between different prints: beautiful messages, exotic foliage, spring flowers, city frames, etc. You can also juggle between different colors... It is up to you to choose according to your aesthetic preferences.

An isothermal gourd can follow you everywhere

What we like about insulated water bottles is that you can carry them everywhere like a classic bottle. They can be slipped into a backpack when camping, they fit into a handbag for everyday use and they can even be attached to the frame of a bicycle if you are a cycling fan.

An isothermal water bottle: a real investment for the long term

When you buy an insulated water bottle, you gain a reusable tool that you can use for months or even years. It all depends on the material you choose; stainless steel is the most durable. If you respect the conditions of use of your insulated water bottle, you will keep it for years.

The best brands of isothermal bottles

In our opinion, the best brands of isothermal bottles in 2022 are :

Proworks
Thermoflask
Emsa
Super Sparrow
Umi – Amazon Brand

Reliable in the eyes of consumers, the Proworks brand designs many insulated water bottles designed for different audiences. The numerous feedbacks on its products demonstrate its focus on quality, durability and design.

When looking for a high-end, premium insulated water bottle, one turns to Thermoflask. While its items are much more expensive than other brands, the quality is there; making it a good investment in the long run.

This German company that was founded in 1949 remains a global benchmark in the design of tools for food use. It's no wonder that its insulated bottles get top marks from users.

The Super Sparrow insulated bottles meet all the requirements for this type of tool: healthy materials, a capacity adapted to our needs, easy to use, easy to carry and an excellent quality/price ratio.

Umi is one of the many brands owned by Amazon. It's no wonder that the insulated water bottles from this brand are among the cheapest on the market.

What is the price for an isothermal gourd

The diagram below will help you to get an idea of the typical prices for each price range (entry-level, mid-range and high-end).

However, more expensive does not necessarily mean better.

We therefore advise you to always consult our ranking before deciding, rather than blindly relying on price ranges.

Entry-level
10 £ to 20 £
Mid-range
20 £ to 50 £
High-end
more than 50 £
Price range diagram

Tips

To clean an insulated bottle

An insulated bottle should be cleaned by hand only and after each use. If you only drink still, hot or cold water, you should rinse it with clear water every 2 or 3 days. On the other hand, if you opt for drinks, wash the insulated bottle with soapy water and rinse it well after each use to avoid the proliferation of bacteria.

To remove odor in an insulated bottle

With the strong aroma of some drinks, they can leave an unpleasant smell in the insulated bottle. If this is the case, empty the flask, rinse it and fill it ¾ full of water and ¼ full of white vinegar. Shake to mix the solution and let it marinate overnight. The next morning, rinse the gourd thoroughly with clean water.

To find the right insulated sports bottle

A good insulated sports gourd should offer good insulation, but should also display compact dimensions and be easy to handle. This is why the thermos flask is recommended for sportsmen. Its 75 cl capacity is enough for a sports session and, in addition, it can be fixed on the frame of a bicycle or slipped into the pocket of a backpack.

To choose a child's insulated bottle

Idéalement, une gourde isotherme enfant doit être de type thermos. That way, the child will just have to pull a mechanism to drink directly from the neck or the built-in straw. Add to that a beautiful childish design and your little one will be delighted. As a reminder, avoid putting drinks that are too hot in a child's insulated water bottle.

To clean lime deposits or the beginnings of corrosion in the insulated bottle

If you notice a lime deposit on the bottom of your insulated water bottle or if you notice that the bottom is starting to turn red (a sign that aluminum models are starting to corrode), fill the bottle with hot water and add 2 tablespoons of baking soda. Close the lid and shake to make the solution foam. After one hour, use a soft brush to clean the inside of the insulated bottle and rinse.

FAQ

How to use an isothermal gourd? Why use gourds? How is an isothermal gourd made? Why does an isothermal bottle keep water hot?

The use of an isothermal bottle remains simple: you pour your hot or cold drink inside and you close the cap well. After use, you rinse or clean it depending on whether you put clear water or a drink inside. Always remember to close the cap tightly after you have used it so as not to disturb the operation of the insulated water bottle.

There are many reasons why one should use an insulated water bottle. First, it keeps your drink at the temperature you want. Then, it is an ecological gesture in that by choosing a reusable bottle, you abandon plastic bottles. And then, we have to admit that in terms of design, the isothermal water bottle proves to be much more attractive!

An isothermal water bottle is made from two walls separated by a vacuum and an airtight top cap. These walls can be plastic, glass, aluminum or stainless steel; it depends on which material you favor when making your choice. To put it simply, the mechanism closely resembles double glazing to optimize the thermal insulation of a house.

If the insulated bottle keeps water hot well, it is because it traps the heat in its receptacle while preventing outside air from entering. That's why its two walls are separated by a vacuum in order to stop the conduction and radiation of heat. As for the stopper or the lid, it ensures that air does not infiltrate the bottle to cool the water.

Sources

Note: Below are some of the sources we have consulted in writing this article. Links to other sites are not continuously updated. It is therefore possible that a link may not be found. Please use a search engine to find the desired information.
  1. How to choose your insulated bottle?, qwetch.com
  2. How to choose your insulated water bottle?, korwater.fr
  3. Why does an insulated bottle keep hot and cold well?, colorbottle.fr
  4. How to maintain your insulated mug? Our tips over here!, maxicoffee.com
  5. How to Choose the Best Water Bottle, healthyhumanlife.com
  6. The Best Insulated Water Bottles to Keep Your Water Cold and Your Coffee Hot, bonappetit.com
  7. How to Choose a Water Bottle, ems.com
  8. How to Choose the Right Water Bottle for You, outsideonline.com
  9. How to Choose the Best Water Bottle, biome.com
  10. Insulated Water Bottles - Which One To Pick?, ecovessel.com
  11. Getting The Most Out Of Your Insulated Water Bottle: A Buyer's Guide, antursupply.com
  12. How To Buy a Water Bottle, blog.theclymb.com
  13. Qwetch | Stainless Steel Reusable Insulated Water Bottles, qwetch.com
  14. Amazon.en : isothermal water bottle, amazon.co.uk
  15. Isothermal water bottles - 365 products | Greenweez, greenweez.com
  16. Isothermal stainless steel water bottle : Top 5 best models 2021, quelle-gourde.fr
  17. Isothermal mug - Isothermal bottle | Boulanger, boulanger.com
  18. Isothermal bottle | Decathlon, decathlon.fr
  19. Qwetch | Isothermal stainless steel bottles, gourds and containers, qwetch.com
  20. Thermos®, Gourds, hiking canisters | Nature & Découvertes, natureetdecouvertes.com
  21. Isothermal stainless steel bottle | Decathlon, decathlon.fr
  22. Isothermal stainless steel bottle and stainless steel bottle | Free delivery in 2J, lapetitegourde.com
  23. Online store of reusable gourd (FRANCE) | My ...., ma-gourde-inox.fr
  24. Bahana | The isothermal water bottle that saves the oceans, gourde-bahana.fr
  25. Amazon.co.uk : isothermal water bottle - Cycling : Sports and Leisure, amazon.co.uk
  26. Isothermal water bottles | Stainless steel isothermal water bottles - sans-bpa.com, sans-bpa.com
  27. Isothermal water bottle - Cdiscount, cdiscount.com
  28. Original isothermal & reusable water bottle, ideal for ..., pylones.com
  29. Isothermal water bottles - 115 products | Greenwee, greenweez.com
  30. What's the Best Isothermal Water Bottle in 2022 ? ..., campeuramateur.com
  31. Isothermal Bottles | SIGG Online Shop, sigg.com
  32. Isothermal Bottles, Reusable Stainless Steel Bottles and ..., zodio.fr
  33. Isothermal Bottle - Les Petits Raffineurs, lespetitsraffineurs.com
  34. Isothermal Vintage Stainless Steel Bottle | Lunchyshop, lunchyshop.fr
  35. Customizable Stainless Steel Bottle | Isothermal Bottle | Gourd ..., gourde-personnalisable.fr
  36. The Great Tetras | The French Gourd, lagourdefrancaise.com
  37. Gourde Morning - French Gourd and Bottle Specialist ..., gourde-morning.com
See more

Updates

March 2022 : Translation of this buying guide from our partner meilleurtest.fr

See more
Our selection
Bouteille d’eau isotherme Proworks
Proworks Insulated Water Bottle
Umi Insulated Bottle 500 ml 9
Umi Insulated Bottle 500 ml
Thermoflask Insulated Water Bottle 10
Thermoflask Insulated Water Bottle
Emsa Travel Insulated Mug 11
Emsa Travel Insulated Mug
Super Sparrow gourde isotherme 12
Super Sparrow gourde isotherme

Lecteurs

Every month we help more than 1 000 000 people buy better and smarter.

Copyright © 2022 - Made with by buyingbetter.co.uk

Your reviews and buying guides 0% advertising, 100% independent!