advertorial

An advertorial is paid promotional content designed to resemble editorial material, with the goal of promoting a product, service, or brand. It is produced by an advertiser or their agency and published in newspapers, magazines, online outlets, or broadcast programs. Unlike a conventional advertisement, an advertorial adopts a journalistic or feature-like format, often including interviews, data, or demonstrations, and is intended to engage readers as informative content rather than as pure advertising. It is typically labeled as sponsored content or advertising to signal its nature, though labeling standards vary by country and publication.

It can take the form of a feature article, a product round-up, an expert interview, or a how-to guide that weaves promotional messaging into the narrative. The resemblance to ordinary editorial content is intentional, which can help reach audiences that skip traditional ads. At the same time, advertisers and publishers face expectations of transparency and accuracy.

History and evolution: The concept arose in the early 20th century as magazines and newspapers sought new revenue models. In print, advertorials mimicked investigative or lifestyle reporting. With digital media, advertorials have largely merged into native advertising or sponsored content, sometimes marketed as "brand journalism" or "paid storytelling."

Regulation and ethics: Many jurisdictions require clear disclosures that content is paid for, to avoid misleading readers. Regulatory bodies such as the U.S. Federal Trade Commission and the U.K. Advertising Standards Authority issue guidelines on labeling and transparency. Ethical practice favors accuracy, disclosures, and avoiding deception or deceptive claims.