Sponsored content
Updated
Sponsored content is material a brand pays for, which the publisher may write or shape. The word "sponsored" means different things to different readers. The FTC (Dec 2015) says "Sponsored by [X]" may be read as funding content the sponsor did not create or influence.
The ASA (23 Mar 2023) generally advises against "sponsored" as a label for advertising, because it is open to varied interpretation. Both regulators list a plain "Ad" among the labels likely to be understood or accepted. The ASA expects advertisement features to carry a prominent label upfront.
Example: a cruise line pays a publisher for a series on river trips in Europe. In the UK, the payment alone is likely to require disclosure as advertising. If the cruise line also controls the copy, the CAP Code applies too.
Related: advertorial · native advertising · recommendation widget