In some departure from IAB’s approach, Guardian Labs has adopted a variety of new funding labels for its content. This is an important step toward promoting greater transparency and public understanding. This new initiative is designed to help audiences understand where the money comes from for planned new projects and maintenance of recently built ones. The shift signals Guardian Labs’ ongoing dedication to keeping readers’ trust by separating promotional content, but making space for the creation of new, cutting-edge content.
The adjustments arrive against an industry backdrop where media organizations are more routinely accepting money from outside actors. This infusion of cash helps bend the curve on moving major capital projects beyond the point they would otherwise have reached. Guardian Labs will be transparent with our readers about this funding. We hope this new approach makes it easier for readers and decision-makers to digest the news and analysis we produce.
Funding for New and Existing Projects
Guardian Labs will consider funding for new projects and projects currently in production. This two-pronged approach fuels iterative creativity from within the agency. At the other end, it protects and preserves what has already been created that actually makes magic happen.
By securing external financial backing, Guardian Labs can explore diverse topics and create engaging material that meets the interests of its readership. The generous funding will allow the lab to produce that kind of journalism without any loss of editorial independence. Guardian Labs looks forward to continuing to thrive in the ever-evolving media environment. Most importantly, they continue to focus on providing useful information to their constituents.
Clear Labeling for Enhanced Transparency
To enhance that transparency even more, Guardian Labs will use one of four different labels on its funded content. These labels will serve as clear indicators of the source of financial support and include:
- “Supported by”
- “Advertising partner/Exclusive advertising partner”
- “Paid content/Paid for by”
- “Advertiser content/from our advertisers”
Each label will give audiences instant clarity into the kind of funding that it is. This method gives readers the ability to weigh choices and actively choose the content they want to consume. It breeds an unquestioned level of trust that exists between Guardian Labs and its audience.
Commitment to Ethical Standards
Guardian Labs would like to make clear that the addition of these funding labels in no way undermines its dedication to a high standard of ethical journalism. The organization adopts rigorous editorial standards to hold funded content accountable to the highest standards of quality, accuracy, and impartiality. By being clear about third-party support, Guardian Labs is seeking to maintain Guardian’s hard-earned reputation for integrity while exploring new revenue streams.
This campaign represents a significant victory in the industry-wide move toward transparency in media spending. Audiences are looking for more transparency around the forces that shape the content they’re consuming. One way Guardian Labs is doing this is by getting ahead of the doubters with these practices. That sure shows how serious they are about a robust 4th estate.