Now, Guardian Labs has taken a big step toward improving transparency around sponsored content across its platform, announcing a new, expanded initiative. Starting immediately, content will feature one of four distinct labels: ‘Supported by’, ‘Advertising partner/Exclusive advertising partner’, ‘Paid content/Paid for by’, or ‘Advertiser content/from our advertisers’. This change is intended to make clearer what funding and sponsorship may be involved with different types of content.
The push to adopt these labels comes from a greater public demand for transparency in media. Audiences are getting savvier to the information they ingest. This means news organizations will have to go further and make a concerted effort to differentiate editorial content from sponsored materials. So Guardian Labs is taking this labeling system a step further, and helping to build trust. In doing so, readers will be better informed about the sources and funding behind the content they consume.
Funding for New and Existing Projects
In every other respect, Guardian Labs has made a clear, public commitment to accept funding from third-party funders. This comprises support for new projects and content that are currently in production, in addition to their labeling system. This method opens up a broader palette of creative projects while still upholding an enduring value of journalism—creating access to information. The announced funding will allow Guardian Labs to experiment with higher-level creative storytelling techniques as well as more challenging subjects that really connect with audiences.
Media third-party funding is not an entirely new concept. Guardian Labs has taken great strides to address this practice and clearly communicate this practice to its audience. This new approach maintains a high standard of ethics. It also encourages the creation of content that wouldn’t get produced with financial support in the first place. Her prescription for the new funding model to result in a more diverse array of topics, themes, issues and perspectives being shared with the public.
Enhancing Audience Engagement
What we’re hoping to see with the rollout of these labels is an increase in audience engagement. Guardian Labs provides full transparency for all funding sources. This helps to assure readers have the information they need to make informed decisions on the content they read. Greater transparency like this increases confidence in the platform and is heartening to see. Users will appreciate this transparency as to the financial interests driving the articles and projects they consume.
In addition, the labeling system builds accountability into the advertising and promotional process for advertisers and third-party booking partners. Guardian Labs is clear about its relationship with sponsors. This results in a culture where everyone is held to the highest standards of integrity. This initiative proves especially rewarding to the audience, solidifying Guardian Labs’ focus on responsible and innovative journalism.