Advertorials

Advertorials are paid media content designed to resemble editorial material. They are created or funded by advertisers to promote products, services, or brands and appear in newspapers, magazines, websites, or social platforms. Advertorials are typically labeled as 'advertisement', 'sponsored', or 'paid content', though labeling practices vary.

Purpose and format: The goal is to blend information and promotion, providing value to readers while advancing the sponsor's interests. Advertorials may present expert quotes, research summaries, how-to guidance, product reviews, or feature-style storytelling that mirrors traditional journalism.

Formats and placement: They can take the form of long-form articles, guides, or interview-based pieces; online versions may include interactive elements or embedded product showcases. They are often placed within a publication alongside independent content or on brand pages that resemble editorial sections.

Disclosure and ethics: Transparency about sponsorship is a central ethical requirement in many regions. The Federal Trade Commission in the United States requires clear, conspicuous disclosure of paid relationships in endorsements. Other countries enforce similar rules; clear labeling helps readers distinguish advertorials from independent journalism.

Impact and criticism: Advertorials can broaden reach and engagement but risk misleading readers if disclosure is weak or if content mirrors news without clear labeling. Media outlets often review policies to balance commercial interests with editorial integrity.

See also: native advertising, sponsored content, branded content.