We welcome this week’s news from Guardian Labs that they are moving away from funding content this way. Beginning today, Guardian Labs will show one of four different labels on all of its work. This implementation change is intended to provide greater transparency for its users. The labels—‘Supported by,’ ‘Advertising partner/Exclusive advertising partner,’ ‘Paid content/Paid for by,’ or ‘Advertiser content/from our advertisers’—will clearly indicate the nature of financial support behind each project.
This decision follows Guardian Labs’ pledge to be more transparent about its sponsored, third-party relationships. By adopting these labels, Guardian Labs aims to ensure that its audience understands the sources of funding for various content pieces. This commitment is a powerful step toward furthering that transparency, and it reinforces the trust between the publication and its audience.
Funding for New and Existing Projects
Our new projects will always be open to funding from third party foundations and organizations. New this year, they are accepting advocacy for work that has already been put into production. This two-pronged tactic opens up more creative paths for the organization to explore, while ensuring quality and excellence shines through.
By accepting funding for new projects, Guardian Labs can explore innovative topics and develop engaging content that resonates with its audience. Advertisers and partners like you are what makes this project possible. This support allows for the exploration of a wide variety of themes and deepens the publication’s overall content.
Besides new efforts developed under the funding, investments in long-term work mean that content already created can be improved and built upon in more substantial ways. This approach frees up important resources for continued investment in the best, most creative, and impactful journalism and storytelling that builds and serves the publication’s unique mission.
Commitment to Transparency
Guardian Labs knows that in an age where audiences are inherently skeptical of the media, transparency is more important than ever. With clear labeling, readers will be able to quickly, easily, and clearly tell when advertisers have influenced the content they read and view. By clearly identifying the funding sources, Guardian Labs protects its own credibility and independence and avoids compromising its ethical journalistic standards.
Readers can be assured of the true source of the content they read. Now, the labels will provide a roadmap as they drive down that road. Each label will serve as a badge of integrity, helping audiences make smarter choices about the media they consume.
Strengthening Audience Trust
Besides introducing this new brand safety labeling system, Guardian Labs wants to improve trust with its audience in other ways, too. Trust is such an important part of how we engage with media. Guardian Labs proactively fosters a transparent environment by fully disclosing its financial affiliations.
Yet this initiative is more than just great journalism. It’s a realization of what audiences expect today by holding media outlets accountable. As Guardian Labs continues down this policy path, we hope to be an example for the industry. The company wants to set a precedent for the rest of the industry.