Our readers should never be confused about the distinction between news and other editorial content and paid content — one source of advertising that funds journalism. To that end, I am happy to tell you that the Star has recently completed a new labelling project to ensure consistency across all platforms in the way that advertising and other forms of paid content — what is sometimes called “branded content” or “sponsored content” are identified. Blurring news and content paid to be published by a brand or organization can confuse readers and can be seen to be dishonest. As the National NewsMedia Council stated in a 2019 position paper on branded content: “The information may indeed be of interest to the public, but instead of presenting an objective point of view or serving the public good, branded content steers the reader toward a product or the goal of the advertiser. YOU MIGHT BE INTERESTED IN...As well as prominent labels on this paid content, the Star will provide further “disclosure” statements at the bottom of any content paid to appear in the Star, both online and in print.

Source: thestar January 31, 2020 10:52 UTC