sponsorowane

Sponsorowane is a Polish term used in media and marketing to describe content produced in collaboration with an advertiser. It denotes material funded wholly or partly by a sponsor and aimed at promoting a product or service. The concept is common in journalism, online publishing, social media, and video platforms, where brands seek to reach audiences through native or integrated advertising.

Forms include advertorial articles, native ads, sponsored videos, influencer posts, and podcasts. In many cases such content mimics editorial style but carries sponsorship notes. Disclosures can appear as banners, captions, or statements like "sponsorowane treści" or "reklama".

Disclosures are intended to prevent deceptive practices by making clear the commercial nature of the content and preserving reader trust. Distinction between sponsorowane content and independent journalism is essential, and many publishers maintain editorial oversight or separate production.

Regulation and ethics: Advertising laws and industry guidelines in Poland and the European Union require clear labeling of sponsorship and prohibit misrepresentation. Industry bodies such as IAB Europe issue guidelines on sponsored content and native advertising to harmonize practices.

Transparency in sponsorship supports informed choices and helps audiences differentiate advertising from editorial content.