Publireportage

Publireportage is a form of sponsored content that blends advertising with journalistic presentation. The term, a fusion of publicité (advertising) and reportage, describes material that is funded by an advertiser but produced to resemble a news article, feature, or informative report. The aim is to inform readers about a topic while promoting a product, service, or brand.

Traditionally found in magazines and newspapers, publireportage has expanded to digital platforms, radio, and television, and is closely related to advertorials and sponsored content. In English usage it is commonly equated with advertorial or sponsored content, while on digital platforms it often falls under the broader category of native advertising.

Presentation and disclosure are central to publireportage. Most media outlets label such pieces as sponsored content or advertising and include disclosures to signal their commercial nature. Editorial standards typically require accuracy, fairness, and transparency, with some outlets keeping sponsorship separate from independent editorial departments.

Regulation and ethics vary by country and outlet. Many jurisdictions and professional bodies encourage or mandate clear labeling to avoid misleading readers and to preserve trust in journalism. Media organizations also establish internal policies outlining sourcing, verification, and the boundaries between advertising and editorial content.

Criticism of publireportage centers on its potential to confuse readers and undermine confidence in journalism by blurring lines between information and promotion. Proponents argue that, when clearly labeled and well produced, sponsored content can deliver valuable, well-researched information alongside marketing goals.

See also: advertorial, sponsored content, native advertising, brand journalism.