diff --git a/wagtail/tests/fixtures/test.json b/wagtail/tests/fixtures/test.json
index 11b82d9f1..bd4807e07 100644
--- a/wagtail/tests/fixtures/test.json
+++ b/wagtail/tests/fixtures/test.json
@@ -418,5 +418,23 @@
         "page": 8,
         "submit_time": "2014-01-01T12:00:00.000Z"
     }
+},
+{
+    "pk": 1,
+    "model": "wagtaildocs.Document",
+    "fields": {
+        "title": "test document",
+        "created_at": "2014-01-01T12:00:00.000Z"
+    }
+},
+{
+    "pk": 1,
+    "model": "wagtailimages.Image",
+    "fields": {
+        "title": "test image",
+        "created_at": "2014-01-01T12:00:00.000Z",
+        "width": 0,
+        "height": 0
+    }
 }
 ]
diff --git a/wagtail/wagtailcore/tests/test_rich_text.py b/wagtail/wagtailcore/tests/test_rich_text.py
new file mode 100644
index 000000000..9c98c6d3f
--- /dev/null
+++ b/wagtail/wagtailcore/tests/test_rich_text.py
@@ -0,0 +1,262 @@
+from mock import patch
+
+from django.test import TestCase
+
+from wagtail.wagtailcore.rich_text import (
+    ImageEmbedHandler,
+    MediaEmbedHandler,
+    PageLinkHandler,
+    DocumentLinkHandler,
+    DbWhitelister,
+    extract_attrs,
+    expand_db_html
+)
+from bs4 import BeautifulSoup
+
+
+class TestImageEmbedHandler(TestCase):
+    fixtures = ['wagtail/tests/fixtures/test.json']
+
+    def test_get_db_attributes(self):
+        soup = BeautifulSoup(
+            '<b data-id="test-id" data-format="test-format" data-alt="test-alt">foo</b>'
+        )
+        tag = soup.b
+        result = ImageEmbedHandler.get_db_attributes(tag)
+        self.assertEqual(result,
+                         {'alt': 'test-alt',
+                          'id': 'test-id',
+                          'format': 'test-format'})
+
+    def test_expand_db_attributes_page_does_not_exist(self):
+        result = ImageEmbedHandler.expand_db_attributes(
+            {'id': 0},
+            False
+        )
+        self.assertEqual(result, '<img>')
+
+    @patch('wagtail.wagtailimages.models.Image')
+    @patch('django.core.files.File')
+    def test_expand_db_attributes_not_for_editor(self, mock_file, mock_image):
+        result = ImageEmbedHandler.expand_db_attributes(
+            {'id': 1,
+             'alt': 'test-alt',
+             'format': 'left'},
+            False
+        )
+        self.assertIn('<img class="richtext-image left"', result)
+
+    @patch('wagtail.wagtailimages.models.Image')
+    @patch('django.core.files.File')
+    def test_expand_db_attributes_for_editor(self, mock_file, mock_image):
+        result = ImageEmbedHandler.expand_db_attributes(
+            {'id': 1,
+             'alt': 'test-alt',
+             'format': 'left'},
+            True
+        )
+        self.assertIn('<img data-embedtype="image" data-id="1" data-format="left" data-alt="test-alt" class="richtext-image left"', result)
+
+    @patch('wagtail.wagtailimages.models.Image')
+    @patch('django.core.files.File')
+    def test_expand_db_attributes_for_editor_throws_exception(self, mock_file, mock_image):
+        result = ImageEmbedHandler.expand_db_attributes(
+            {'id': 1,
+             'format': 'left'},
+            True
+        )
+        self.assertEqual(result, '')
+
+
+class TestMediaEmbedHandler(TestCase):
+    def test_get_db_attributes(self):
+        soup = BeautifulSoup(
+            '<b data-url="test-url">foo</b>'
+        )
+        tag = soup.b
+        result = MediaEmbedHandler.get_db_attributes(tag)
+        self.assertEqual(result,
+                         {'url': 'test-url'})
+
+    @patch('wagtail.wagtailembeds.embeds.oembed')
+    def test_expand_db_attributes_for_editor(self, oembed):
+        oembed.return_value = {
+            'title': 'test title',
+            'author_name': 'test author name',
+            'provider_name': 'test provider name',
+            'type': 'test type',
+            'thumbnail_url': 'test thumbnail url',
+            'width': 'test width',
+            'height': 'test height',
+            'html': 'test html'
+        }
+        result = MediaEmbedHandler.expand_db_attributes(
+            {'url': 'http://www.youtube.com/watch/'},
+            True
+        )
+        self.assertIn('<div class="embed-placeholder" contenteditable="false" data-embedtype="media" data-url="http://www.youtube.com/watch/">', result)
+        self.assertIn('<h3>test title</h3>', result)
+        self.assertIn('<p>URL: http://www.youtube.com/watch/</p>', result)
+        self.assertIn('<p>Provider: test provider name</p>', result)
+        self.assertIn('<p>Author: test author name</p>', result)
+        self.assertIn('<img src="test thumbnail url" alt="test title">', result)
+
+    @patch('wagtail.wagtailembeds.embeds.oembed')
+    def test_expand_db_attributes_not_for_editor(self, oembed):
+        oembed.return_value = {
+            'title': 'test title',
+            'author_name': 'test author name',
+            'provider_name': 'test provider name',
+            'type': 'test type',
+            'thumbnail_url': 'test thumbnail url',
+            'width': 'test width',
+            'height': 'test height',
+            'html': 'test html'
+        }
+        result = MediaEmbedHandler.expand_db_attributes(
+            {'url': 'http://www.youtube.com/watch/'},
+            False
+        )
+        self.assertIn('test html', result)
+
+
+class TestPageLinkHandler(TestCase):
+    fixtures = ['wagtail/tests/fixtures/test.json']
+
+    def test_get_db_attributes(self):
+        soup = BeautifulSoup(
+            '<a data-id="test-id">foo</a>'
+        )
+        tag = soup.a
+        result = PageLinkHandler.get_db_attributes(tag)
+        self.assertEqual(result,
+                         {'id': 'test-id'})
+
+    def test_expand_db_attributes_page_does_not_exist(self):
+        result = PageLinkHandler.expand_db_attributes(
+            {'id': 0},
+            False
+        )
+        self.assertEqual(result, '<a>')
+
+    def test_expand_db_attributes_for_editor(self):
+        result = PageLinkHandler.expand_db_attributes(
+            {'id': 1},
+            True
+        )
+        self.assertEqual(result,
+                         '<a data-linktype="page" data-id="1" href="None">')
+
+    def test_expand_db_attributes_not_for_editor(self):
+        result = PageLinkHandler.expand_db_attributes(
+            {'id': 1},
+            False
+        )
+        self.assertEqual(result, '<a href="None">')
+
+
+class TestDocumentLinkHandler(TestCase):
+    fixtures = ['wagtail/tests/fixtures/test.json']
+
+    def test_get_db_attributes(self):
+        soup = BeautifulSoup(
+            '<a data-id="test-id">foo</a>'
+        )
+        tag = soup.a
+        result = DocumentLinkHandler.get_db_attributes(tag)
+        self.assertEqual(result,
+                         {'id': 'test-id'})
+
+    def test_expand_db_attributes_document_does_not_exist(self):
+        result = DocumentLinkHandler.expand_db_attributes(
+            {'id': 0},
+            False
+        )
+        self.assertEqual(result, '<a>')
+
+    def test_expand_db_attributes_for_editor(self):
+        result = DocumentLinkHandler.expand_db_attributes(
+            {'id': 1},
+            True
+        )
+        self.assertEqual(result,
+                         '<a data-linktype="document" data-id="1" href="/documents/1/">')
+
+    def test_expand_db_attributes_not_for_editor(self):
+        result = DocumentLinkHandler.expand_db_attributes(
+            {'id': 1},
+            False
+        )
+        self.assertEqual(result,
+                         '<a href="/documents/1/">')
+
+
+class TestDbWhiteLister(TestCase):
+    def test_clean_tag_node_div(self):
+        soup = BeautifulSoup(
+            '<div>foo</div>'
+        )
+        tag = soup.div
+        self.assertEqual(tag.name, 'div')
+        DbWhitelister.clean_tag_node(soup, tag)
+        self.assertEqual(tag.name, 'p')
+
+    def test_clean_tag_node_with_data_embedtype(self):
+        soup = BeautifulSoup(
+            '<p><a data-embedtype="image" data-id=1 data-format="left" data-alt="bar" irrelevant="baz">foo</a></p>'
+        )
+        tag = soup.p
+        DbWhitelister.clean_tag_node(soup, tag)
+        self.assertEqual(str(tag),
+                         '<p><embed alt="bar" embedtype="image" format="left" id="1"/></p>')
+
+    def test_clean_tag_node_with_data_linktype(self):
+        soup = BeautifulSoup(
+            '<a data-linktype="document" data-id="1" irrelevant="baz">foo</a>'
+        )
+        tag = soup.a
+        DbWhitelister.clean_tag_node(soup, tag)
+        self.assertEqual(str(tag), '<a id="1" linktype="document">foo</a>')
+
+    def test_clean_tag_node(self):
+        soup = BeautifulSoup(
+            '<a irrelevant="baz">foo</a>'
+        )
+        tag = soup.a
+        DbWhitelister.clean_tag_node(soup, tag)
+        self.assertEqual(str(tag), '<a>foo</a>')
+
+
+class TestExtractAttrs(TestCase):
+    def test_extract_attr(self):
+        html = '<a foo="bar" baz="quux">snowman</a>'
+        result = extract_attrs(html)
+        self.assertEqual(result, {'foo': 'bar', 'baz': 'quux'})
+
+
+class TestExpandDbHtml(TestCase):
+    def test_expand_db_html_with_linktype(self):
+        html = '<a id="1" linktype="document">foo</a>'
+        result = expand_db_html(html)
+        self.assertEqual(result, '<a>foo</a>')
+
+    def test_expand_db_html_no_linktype(self):
+        html = '<a id="1">foo</a>'
+        result = expand_db_html(html)
+        self.assertEqual(result, '<a id="1">foo</a>')
+
+    @patch('wagtail.wagtailembeds.embeds.oembed')
+    def test_expand_db_html_with_embed(self, oembed):
+        oembed.return_value = {
+            'title': 'test title',
+            'author_name': 'test author name',
+            'provider_name': 'test provider name',
+            'type': 'test type',
+            'thumbnail_url': 'test thumbnail url',
+            'width': 'test width',
+            'height': 'test height',
+            'html': 'test html'
+        }
+        html = '<embed embedtype="media" url="http://www.youtube.com/watch" />'
+        result = expand_db_html(html)
+        self.assertIn('test html', result)
diff --git a/wagtail/wagtailcore/tests/tests.py b/wagtail/wagtailcore/tests/tests.py
index d10474bba..d7d9a24f9 100644
--- a/wagtail/wagtailcore/tests/tests.py
+++ b/wagtail/wagtailcore/tests/tests.py
@@ -1,12 +1,7 @@
-from StringIO import StringIO
+from django.test import TestCase
 
-from django.test import TestCase, Client
-from django.http import HttpRequest, Http404
-from django.core import management
-from django.contrib.auth.models import User
-
-from wagtail.wagtailcore.models import Page, Site, UserPagePermissionsProxy
-from wagtail.tests.models import EventPage, EventIndex, SimplePage
+from wagtail.wagtailcore.models import Page, Site
+from wagtail.tests.models import SimplePage
 
 
 class TestPageUrlTags(TestCase):
@@ -15,25 +10,28 @@ class TestPageUrlTags(TestCase):
     def test_pageurl_tag(self):
         response = self.client.get('/events/')
         self.assertEqual(response.status_code, 200)
-        self.assertContains(response, '<a href="/events/christmas/">Christmas</a>')
+        self.assertContains(response,
+                            '<a href="/events/christmas/">Christmas</a>')
 
     def test_slugurl_tag(self):
         response = self.client.get('/events/christmas/')
         self.assertEqual(response.status_code, 200)
-        self.assertContains(response, '<a href="/events/">Back to events index</a>')
+        self.assertContains(response,
+                            '<a href="/events/">Back to events index</a>')
 
 
 class TestIssue7(TestCase):
     """
-    This tests for an issue where if a site root page was moved, all the page 
-    urls in that site would change to None.
+    This tests for an issue where if a site root page was moved, all
+    the page urls in that site would change to None.
 
-    The issue was caused by the 'wagtail_site_root_paths' cache variable not being
-    cleared when a site root page was moved. Which left all the child pages
-    thinking that they are no longer in the site and return None as their url.
+    The issue was caused by the 'wagtail_site_root_paths' cache
+    variable not being cleared when a site root page was moved. Which
+    left all the child pages thinking that they are no longer in the
+    site and return None as their url.
 
-    Fix: d6cce69a397d08d5ee81a8cbc1977ab2c9db2682
-    Discussion: https://github.com/torchbox/wagtail/issues/7
+    Fix: d6cce69a397d08d5ee81a8cbc1977ab2c9db2682 Discussion:
+    https://github.com/torchbox/wagtail/issues/7
     """
 
     fixtures = ['test.json']
@@ -67,15 +65,16 @@ class TestIssue7(TestCase):
 
 class TestIssue157(TestCase):
     """
-    This tests for an issue where if a site root pages slug was changed, all the page 
-    urls in that site would change to None.
+    This tests for an issue where if a site root pages slug was
+    changed, all the page urls in that site would change to None.
 
-    The issue was caused by the 'wagtail_site_root_paths' cache variable not being
-    cleared when a site root page was changed. Which left all the child pages
-    thinking that they are no longer in the site and return None as their url.
+    The issue was caused by the 'wagtail_site_root_paths' cache
+    variable not being cleared when a site root page was changed.
+    Which left all the child pages thinking that they are no longer in
+    the site and return None as their url.
 
-    Fix: d6cce69a397d08d5ee81a8cbc1977ab2c9db2682
-    Discussion: https://github.com/torchbox/wagtail/issues/157
+    Fix: d6cce69a397d08d5ee81a8cbc1977ab2c9db2682 Discussion:
+    https://github.com/torchbox/wagtail/issues/157
     """
 
     fixtures = ['test.json']
diff --git a/wagtail/wagtailembeds/format.py b/wagtail/wagtailembeds/format.py
index 1654be989..8a73ff524 100644
--- a/wagtail/wagtailembeds/format.py
+++ b/wagtail/wagtailembeds/format.py
@@ -1,6 +1,5 @@
 from __future__ import division  # Use true division
 
-from django.utils.html import escape
 from django.template.loader import render_to_string
 
 from wagtail.wagtailembeds import get_embed