Work with us
Whether you’re an established household name or a rising challenger brand, we have an advertising solution that can help you grow your audience on Mumsnet.
Our partnerships are designed with our community in mind and are always aligned to our mission of making parents’ lives easier
Understand the size of your audience on our platform
Explore which ad products best meet your goals
Download the Mumsnet advertising specifications
Meet the UK’s most influential shoppers
Because our users are highly influential, connecting with Mumsnetters can turn one recommendation into hundreds of purchases.
We call it The Mumsnet Ripple Effect.
Users come to Mumsnet to share products they love
93% tell friends, family or post about them online, making Mumsnet users highly valuable customers to reach
Influencing the purchase decisions of a wider group
99% say they trust product recommendations on Mumsnet, and we are well-versed in getting people talking about brands and products
Win new customers by reaching them on Mumsnet
73% have purchased after seeing a recommendation on Mumsnet, showing the power of our platform
Reach specific audiences that matter to you
No matter what the topic or the category there is likely a conversation happening about it on Mumsnet
We have fostered a trusted relationship within our community
Our users turn to our platform when they need an opinion they can trust, often in the moment they’re ready to take action. We’ve fostered a trusted relationship with our community for 25 years, reflected in their trust in our platform.
Source: Mumsnet Omnibus Survey H1 2025 (N=1,007)
Q - To what extent do you trust the information you see on the following platforms? Users were given a 5-point scale to choose from.
Mumsnet is by far the UK’s leading parenting platform
Mumsnet is the clear first choice for UK parents online with 27 times more monthly pageviews than the next highest competitor.
With 35 dedicated parenting talkboards, Mumsnet provides a space for every question and topic, reflecting the wide range of interests and concerns of our community.
Source: SimilarWeb (April 2025)
Mumsnet’s Style & Beauty pages attract more traffic than Vogue
Mumsnet is home to a vibrant selection of communities, where users connect with each other through shared interests.
Users come to our Style & Beauty talkboard to swap advice on what to wear, share beauty tips, and vent about everything from tricky sizing to finding the perfect fit.
Style & Beauty conversations on Mumsnet are so trusted and relied upon that our pages attract more traffic than Vogue.
Source: SimilarWeb (April 2025)
With a largely female community, Health is a huge topic of conversation - the second biggest, in fact
Mumsnet’s health conversation is so big it’s 40% as large as the size of leading medical website WebMD.
Health brands can step in at the moments that matter most - offering remedies, reassurance, and becoming part of the everyday support people trust. With millions turning to Mumsnet for this very guidance, it’s a uniquely powerful space for all things health.
Source: SimilarWeb (April 2025)
Mumsnet’s food conversation is more than double that of other food and recipe competitors
Mumsnet’s food conversations are more than double the size of Olive, Delicious and Great British Chefs.
With mums driving the nation’s family food decisions, Mumsnet is where they turn for guidance on healthy, affordable choices and clarity on ultra-processed foods. It is the place for brands to show up, inspire, and support the mums making these decisions every day.
Source: SimilarWeb (April 2025)
There's more to Mumsnet than parenting…
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Home improvements
When users start a renovation project or want to redecorate a room, they come to ask for advice on paint, storage, furniture, and DIY hacks
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Travel
Users come to research their next family trip, seeking and sharing recommendations on everything from destinations and airlines to hotels and activities that suit their family
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TV entertainment
Users come to discover new things to watch and to join watch-along threads to discuss shows and episodes in real time
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Finance
Users come for help with all money matters, such as pensions, credit cards, investments and mortgage
Display and video advertising
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As one of the UK’s most trusted platforms for women, Mumsnet gives you access to a highly engaged audience of over 8 million users. Our Display and Video advertising solutions allow your brand to reach women who turn to us for a mix of advice, entertainment, and inspiration. With the ability to target broad demographics or more specific behavioral interests, your brand will be seen by the right people at the right time, maximising visibility and impact.
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Mumsnet users don’t just visit for quick browsing—they spend almost 9 minutes per session engaging deeply with our content, making them a highly receptive audience. Whether you’re aiming for mass awareness or want to reach women based on specific interests or behaviors, our Display and Video formats ensure your brand stands out. Mumsnet's platform is built on the foundation of trust and community, meaning your ads are seen in a positive, engaging context that drives lasting brand recognition.
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Display - Run of Site or Targeted
Site Takeover
Talkboard Takeover
Rich Media
Interscrollers
Feed ads
Video - Pre-roll
Video - Bespoke
Community engagement
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If you’re looking to foster genuine connections and drive consideration for your brand, Mumsnet’s Community Engagement formats are the perfect choice. We facilitate authentic, two-way conversations that put your brand at the heart of our vibrant, highly engaged community. Our team expertly manages and hosts these formats, ensuring seamless interactions and maximum impact.
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Mumsnet is a place where women feel heard, valued, and connected. With over 26,000 posts per day across 257 talkboards, we are a hub for in-depth discussions on everything from everyday challenges to personal recommendations. When brands initiate conversations, demonstrate their products in action, or bring in experts to provide advice, they tap into the heart of our community. This interaction drives higher engagement, increases brand trust, and often leads to positive word-of-mouth endorsement—proving that real conversations lead to real results.
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Ask the Community
Ask the Expert
Ask Me Anything
Competitions
Sampling
Influencers
Product testing and endorsements
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We will invite Mumsnet users to test a service or product and provide feedback through a survey.
If 80% of the testers say that they would recommend the product or service, you can license the Rated badge.
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Mumsnet Rated is the ultimate stamp of parents’ approval, combining our trusted brand with the authenticity of our mighty community of real parents.
The badge can be licensed for use on pack and in marketing comms. Brands who do so report and uplift in sales and advertising impact.
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Product Test
Mumsnet Rated Badge License
Mumsnet Rated Announcement
Editorial content
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Let Mumsnet’s talented editorial team craft the perfect content to communicate your brand’s message. Whether you choose a fully bespoke content page or opt to incorporate your brand into existing editorial, we ensure that your message is presented in a way that resonates with our audience.
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Mumsnet’s editorial content is deeply rooted in the conversations and trends we see on our talkboards. Our content is shaped by the topics women are discussing right now, ensuring that it’s always timely, relevant, and highly engaging. This approach results in exceptional performance, with high click-through rates and impressive dwell times, as our audience trusts us to provide valuable, informative content. By aligning your brand with this organic, community-driven content, you’re creating a genuine connection with women who are already in the mindset of discovering new solutions and ideas.
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Brand-led Editorial
Partnership Editorial
Sponsored Editorial
Email marketing
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With Mumsnet’s email marketing, you can directly reach a highly engaged audience of women through our popular Mumsnet Daily, Moneysaver, and Swears By newsletters. Whether you want your message to appear in one of our existing newsletters or prefer a bespoke solus send, we’ll ensure your brand gets seen by the right people.
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Women trust Mumsnet for recommendations, advice, and deals, and our newsletters are the perfect place to showcase your brand. Subscribers come with a discovery mindset, actively looking for new products, inspiration, and ways to improve their daily lives. This makes our newsletters a high-impact space for brand awareness and action. With Mumsnet’s reputation for delivering valuable content, your brand will be seen in a trusted and engaging environment, boosting the likelihood of positive action from our subscribers.
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Email Sponsorship
Email Solus
Research
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Mumsnet provides a comprehensive suite of research and insights solutions, offering both qualitative and quantitative data to help brands understand what truly matters to women. With 25 years of unfiltered, organic conversations understood via our proprietary AI-powered tool MumsGPT and access to Mumsnet Voices—our engaged panel of over 20,000 users—we design bespoke research that uncovers genuine consumer needs, attitudes, and behaviors. Whether through in-depth community discussions or targeted surveys, our insights go beyond surface-level data to deliver real, actionable understanding.
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Our audience is highly engaged and eager to share their opinions, whether through structured surveys or organic discussions across our 257 talkboards. What makes Mumsnet unique is the sheer volume, variety, and depth of conversations happening every day. Anonymity encourages openness, allowing users to share honest feedback—whether it’s an unfiltered review of a product or a deeply personal dilemma. This candid, detailed conversation provides brands with unparalleled insight into the motivations, challenges, and decision-making processes of women, making Mumsnet research an invaluable tool for understanding and connecting with your audience.
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Survey to Mumsnet Voices panel
Conversational analysis
MumsGPT
Focus groups
Product testing
