Guardian changes how it labels native ads, now referring to them as ‘paid content’

The Guardian announced this week that it’s making changes to how it labels native ads, and will now label content that’s supported by sponsors with “paid content” or “paid for by.” The Guardian previously labeled native ads with “brought to you by.” The company told Digiday the changes are “a part of our ongoing commitment to transparency and clarity for our readers and commercial partners.”

+ The Guardian’s changes come just one month after the FTC issued new, stricter guidelines about how publishers should label native ads, and research from the University of Georgia shows that readers are more likely to recognize native advertising if it is labeled as “advertising” or “sponsored content”