Insights, tools and research to advance journalism

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

Digiday

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”

Read More

Need to Know newsletter

The smart way to start your day

Each morning we scour the web for fresh useful insights in our Need to Know newsletter. Sign up below.

The American Press Institute

Our mission

We help transform news organizations for an audience-centered future.

Our programs for publishers focus on four things:

  • 1. Understand your audience
  • 2. Get your audience to pay
  • 3. Transform your culture
  • 4. Do your best journalism
  • Find out more about API »

API solutions for publishers

What we can do for you

API offers a suite of original tools and services for solving the biggest challenges in news:

  • Decide what beats to cover and how
  • Identify and develop the skills you need
  • Assess and improve your culture
  • Drive more reader revenue
  • Drive loyalty through accountability journalism
  • Make analytics work for you
  • Contact us to find out how »