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-26% Somewhat Left

Bias Meter

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Bias Meter

How the Rating is Determined
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UNILAD has a Bias Score of -26% Somewhat Left which is based on a variety of factors including its policy and politician leanings, article ratings, and the use of biased language. Its Reliability is rated as Average, and additional analytical insights are available in the other tabs.
  • Bias Rating

    -26% Somewhat Left

  • Reliability
    56% Reliable Average
  • Policy Leanings

    -20% Somewhat Left

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    -100%
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    Average Reliability

    *Our bias meter rating uses data science including sentiment analysis, machine learning and our proprietary algorithm for determining biases in news articles. Bias scores are on a scale of -100% to 100% with higher negative scores being more liberal and higher positive scores being more conservative and 0% being neutral. The rating is an independent analysis and is not affiliated nor sponsored by the news source or any other organization.

  • Politician Portrayal

    25% negative

Analysis of UNILAD Articles

Analysis of Bias in UNILAD Online Articles

UNILAD has found that in-depth coverage of trends is one of the most effective ways to drive subscriptions. Given that much of its readership is young adults, it’s essential to ask: is UNILAD truly biased?

To evaluate this, we can analyze select UNILAD articles through several of Biasly’s bias rating criteria: Tone, Tendency, Author, Diction, and Expediency Bias.

  • Tone: The overall attitude or emotional stance the article communicates—whether it feels neutral, skeptical, sympathetic, outraged, sarcastic, etc.
  • Diction: The writer’s precise word choices, including loaded or evaluative language, labels, and framing terms that can subtly shape how readers interpret people and events.
  • Author: The journalist’s background and public footprint—past roles, stated viewpoints, beat history, and social media activity—that may provide context for their perspective.
  • Tendency: Recurring patterns in the writer’s larger body of work, such as consistently favoring certain narratives, sources, or ideological assumptions across multiple pieces.
  • Expediency Bias: Fast, surface-level signals that suggest a slant before you even read closely—headlines, photo selection, captions, pull quotes, and other prominent visual or structural cues.

Donald Trump speaks at a podium, gesturing with his hand, during a press conference addressing international trade and military cooperation.

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UNILAD Bias Overview

UNILAD was founded in 2010 by Alex Partridge, who wanted to create a platform that provides entertainment and news tailored to young people’s interests. Based in London, United Kingdom, UNILAD provides a wide array of news coverage, focusing particularly on Entertainment, Sports, Technology, and Lifestyle. The site also features original video content, designed to engage its primarily young audience with compelling visuals.

A pie chart shows 64% of U.S. adults use Facebook, and 30% consume news on Facebook. Of those, 78% see news incidentally and 22% view Facebook as a useful way to get news.

Source: Pew Research

UNILAD started as a student “lad culture” website and quickly evolved into a global platform with a significant social media presence. In fact, by 2016, it was named one of Facebook’s most popular pages, demonstrating its strong connection with its young, socially-engaged audience.

Is UNILAD Biased?

Based on Biasly’s evaluations, UNILAD is rated as Somewhat Left.

By examining content patterns and the broader context of media influence, we aim to offer a balanced perspective on UNILAD’s political bias—and contribute to the ongoing discussion about bias in the news.

Expand UNILAD Bias Overview

UNILAD Reliability Overview

Is UNILAD Reliable?

UNILAD finds itself toward the middle of the spectrum, with neither high nor low accuracy. Its status as a local news outlet contributes to its moderate reputation for reliability.

At Biasly, we specialize in evaluating not just bias but also the reliability of media outlets. Let’s explore the accuracy and trustworthiness of UNILAD.

How to Evaluate Reliability?

Reliability refers to how trustworthy or accurate a news source is. If we can’t trust what we read, then continuing to consume content from that outlet serves little purpose. So how do we evaluate a news outlet’s reliability?

There are several key indicators of reliability to consider when assessing a media source. Red flags of an unreliable article can include wild, unsubstantiated claims, facts that depend on other unreliable sources, heavy use of opinionated language, and more. In contrast, hallmarks of a reliable source include:

  • Absence of subjective language
  • Citing credible sources (e.g., .gov, .edu, academic references)
  • Verifiable facts and statistics from multiple outlets
  • Use of primary sources, like interviews or transcripts
  • Consistency with coverage across other platforms

Biasly’s reliability scores incorporate these elements in evaluating media outlets.

Expand UNILAD Reliability Overview

UNILAD Editorial Patterns

UNILAD’s coverage of political topics often reflects a Somewhat Left bias, with consistent patterns in phrasing, source selection, and thematic focus that are Slightly Liberal. While the publication demonstrates journalistic standards in many of its reports, the choice of issues, framing, and word usage can indicate a political slant. The editorial patterns of UNILAD show some bias, but also plenty of balanced reporting.

Coverage of Liberal vs. Conservative Topics

UNILAD doesn’t focus on major events. Their primary focus is on covering viral memes, videos, and trends. They also cover traditional entertainment media like movies and TV. Travel content is also pretty common on UNILAD.

When they do address major issues, their coverage centers primarily on mental health and animal rights, and their Somewhat Left lean is apparent. Since 2018, they’ve also had a separate section called UNILAD Tech, which focuses on technology news. They tend to cover technology issues from a balanced perspective.

Policy and Issue Framing

On traditional political issues, UNILAD can be all over the place. They cover issues from both a liberal and conservative perspective.

Issues that  UNILAD shows the strongest bias towards the liberal narrative are border control, government regulation, and ICE. Generally speaking, these are not issues UNILAD covers often. However, ICE has been covered more by UNILAD since 2026.

Meanwhile, on issues such as government intervention and international involvement, UNILAD shows favoritism toward the conservative narrative. Neither of these issues is covered extensively by UNILAD. However, this does show that UNILAD is willing to take different positions depending on the issue at hand.

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Funding and Ownership

Last updated: March 9, 2026

Who Owns UNILAD?

LADbible logo featuring white text on a black background with "LAD" above and "BIBLE" in a white rectangle below.

Source: Wikimedia Commons

After Alex Partridge created  UNILAD in 2010, the site experienced large growth. However, after 2016, the site struggled to grow and faced financial difficulties. LADbible purchased  UNILAD in 2018. Alexander Solomou is the largest shareholder of the company, holding 41.6%. LADbible also runs other brands like SPORTSbible, GAMINGbible, and musician Tyla’s self-named clothing line.

Who Funds UNILAD?

UNILAD makes money through branded content. Companies like Cadbury’s, Warner Brothers, and Pokerstars have partnered with UNILAD. Branded content is a controversial practice in journalism, as some believe it can compromise a publication’s independence. Their content is always catered towards social media, which helps increase ad revenue, even from people who never visit the main site. Of course, they run ads on their website as well.

All content on UNILAD is free to view. However, they will sometimes license their content to other news companies for republication. This is especially true of video content.

Additional Insights

News Source Comparison

When comparing news sources, UNILAD is often evaluated alongside other entertainment outlets. Sources like Buzzfeed, Complex, and Vice Media often present similar tones and editorial philosophies. While UNILAD maintains a Somewhat Left media bias, it differs from strongly partisan sources in that it occasionally includes opposing viewpoints and strives for a balanced regional coverage.

This contrasts with more biased media outlets that consistently present one-sided narratives without factual counterpoints. Readers seeking balanced political coverage may compare UNILAD’s framing of issues with outlets rated as Center or Lean Right on our Media Bias Chart, or explore other regional papers on our Similar Sources page.

Notable Contributors and Authors

UNILAD features a diverse range of reporters and columnists, many of whom are deeply familiar with entertainment and culture.

Callum Jones is one of UNILAD’s most notable writers. He started as a freelance writer for Culture Dent in 2019. He was hired by UNILAD in 2022 as a full-time journalist. Jones has lots of experience writing about video games, but does write about hard news topics as well. He also writes for other LADbible publications.

Niamh Shackleton is another mainstay in the UNILAD lineup. She started her news career in 2017 as a News Intern at Manchester Evening News. She joined UNILAD in 2019 as a junior journalist. She left the company in 2021 to become a Digital News Reporter for OK! Magazine. She rejoined UNILAD in 2023 as a journalist and was promoted to senior journalist in December 2025.

Expand Additional Insights

Frequently Asked Questions

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