Patrocinados

Patrocinados is a term used in Spanish and Portuguese to refer to content that has been funded by a sponsor or advertiser. In journalism, marketing, and social media, patrocinados include posts, videos, articles, or other media produced with financial support from a sponsor, with the intent to promote products or services. Such content is typically labeled to indicate the sponsorship and distinguish it from independent editorial material.

Etymology and usage: The word derives from patrocinio (sponsorship). Patrocinado/patrocinados functions as an adjective and noun; in Spanish, phrases like contenido patrocinado or publicidad patrocinada are common, while in Portuguese, conteúdo patrocinado or patrocinado is used. The term emphasizes the sponsor’s involvement in the creation or promotion of the content.

Regulation and disclosure: Transparency rules require clear labeling of sponsored content. Labels such as Patrocinado, Publicidade, or Conteúdo Patrocinado are used on platforms to inform viewers that the sponsor funded the piece. Guidelines from national advertising authorities and digital platforms—e.g., FTC in the United States, and similar bodies in the EU and Latin America—aim to prevent misleading audiences.

Impact and considerations: Sponsorship funds media production but can affect perceived independence. Audiences may react with skepticism if disclosures are weak or inconsistent. Best practices include prominent labeling, alignment between sponsor and content, and maintaining quality to preserve trust.