In an effort to promote transparency regarding third-party funding, a new system of content labels will be implemented across various media platforms. The initiative introduces four distinct labels: ‘Supported by’, ‘Advertising partner/Exclusive advertising partner’, ‘Paid content/Paid for by’, and ‘Advertiser content/from our advertisers’. These labels will make it very apparent which projects were funded with the new bill’s funding versus the old content.
Adopting these labels isn’t just an aesthetic choice — it comes in response with a long-standing tune that is increasingly calling for transparency on how content is funded. Publishers more openly disclose the sponsorship of articles, videos, and other paid media. This practice builds transparency and accountability in their dialogue with constituents. This new initiative furthers broader efforts across the industry. Its intent is to ensure that consumers are best equipped to make informed decisions about the material they engage with.
Understanding the Labels
Each label has a specific requirement and purpose that ultimately help inform the audiences about where the funding is coming from. The new label ‘Supported by’ will apply to content that has been funded with contributions from those outside of our organization. This tag makes it clear that although the resulting content is indeed editorially independent, it was made possible with a significant financial injection from outside sources.
The ‘Advertising partner/Exclusive advertising partner’ label will be used wherever a third-party commercial advertising partnership is present. This designation indicates that this content was shared with you by a collaborating advertising partner. It better allows the reader to understand the dynamic between the publisher and the advertiser.
The first pertains to material that has been sponsored or underwritten by a party that has paid for its creation. The second of those two is important—meaning the content, itself, comes directly from advertisers. These differences go a long way toward understanding the purpose and motive of the content created for audiences.
Commitment to Transparency
The rollout of these labels is just one example of a wider media industry pledge to be more transparent. By providing clear indicators of financial support, publishers not only comply with evolving regulations but respond to audience expectations for honesty in reporting and content creation. The campaign for the initiative stressed that all funding—whether for new projects or the upkeep of current content—was provided by these third parties.
This content labeling system extends beyond written articles to all types of media, including video, audio, and digital interactivity. Both new projects and existing content will utilize the labels when applicable, ensuring that all viewers have access to vital information regarding funding sources.
Future Implications
As the labeling system is implemented, industry standards leaders are hopeful for a step in the right direction – one of increased responsibility from publishers. By implementing these practices, news organizations will have a better shot at rebuilding trust and deepening their connections with the public. These labels are essential to helping consumers make informed decisions. In addition to their advocacy work, they uphold and encourage ethical standards in the profession.