Sponsored content and disclosure: When the cat should leave the bag

Unsure as to whether you should tell readers your brand is sponsoring online or print content? You probably should.

Ragan Insider Premium Content
Ragan Insider Content

Q: When does disclosure need to occur? A: Whenever a company provides a third-party content writer some form of compensation. In other words, if money or services are involved, disclose. Q: What does disclosure entail? A: There is no specific language that needs to be included. However, general factors to consider include: • Proximity: Where in the piece is disclosure occurring? Upfront before the piece begins typically works best. • Prominence: Is it easily noticeable? Make it as obvious as possible without ruining the content’s quality, both aesthetically and editorially. • Format: What format is it in? Disclose in the same multimedia format as the piece (i.e. radio, video, written, etc). • Language: Is it understandable? Don’t use legalese. Use clear language to describe the piece as sponsored content. • Social Media: Sharing via a social media platform? Be sure to call out in the social post that the content linked to is sponsored.

To read the full story, log in.
Become a Ragan Insider member to read this article and all other archived content.
Sign up today

Already a member? Log in here.
Learn more about Ragan Insider.