A new labeling initiative from DigitalPublic will bring clear new transparency standards to crowdsourced digital media. This will bring one of four different clear labels to sponsored content. This initiative, which aims to clarify the nature of funding behind various projects, will feature labels such as “Supported by,” “Advertising partner/Exclusive advertising partner,” “Paid content/Paid for by,” or “Advertiser content/from our advertisers.”
This very simple measure will help ensure that audiences are aware of content that has received third-party funding, at first glance. These labels will make it immediately clear whose money is supporting both new and old projects. This kind of transparency helps consumers learn more about the content they’re interacting with and engage with only the content they want to see.
Enhancing Transparency
The rollout of these content labels are a positive step towards increasing transparency in the digital content ecosystem. Sponsored content and native advertising is growing. Now, in this uncertain political climate, consumers need to know more than ever who provides their information and who pays for it.
By clearly labeling sponsored content, publishers can maintain their commitment to journalistic integrity while participating in important editorial-advocacy partnerships with advertisers. In turn, these labels will foster trust between news organizations and the communities they serve. Or they will ensure that readers are alerted to whatever influence might come from the funders of this third-party funding.
Funding for New and Existing Projects
The ambition of the initiative goes beyond new content. As far as possible it applies to projects currently in production. That includes material previously created with the help of outside funding, which will be prominently marked.
This strategy offers an unparalleled glimpse into the effects of money on policy. It demonstrates the ways in which these factors can affect a broad swath of media products. Digital platforms are changing every minute. This initiative further calls for greater accountability and transparency to audiences in financial relationships behind the scenes of content creation.
A Step Towards Accountability
Consumers are much more informed and critical about what media they are consuming. This new labeling initiative goes a long way towards holding the industry accountable to produce better information. Especially in cases of influencer marketing, emerging publishers are confirming the market need for clearer delineation between editorial and paid media.
This commitment to transparency serves our readers and creators who often must seek funding from external sources. By openly disclosing these relationships, media organizations can foster a more ethical approach to content production while still capitalizing on partnerships that enhance their offerings.