How to disclose sponsored content: labels, rel="sponsored" and placement
Disclose sponsored content twice: once to readers with a visible label, and once to search engines with rel="sponsored" on every paid link. Doing only one leaves the content half-disclosed.
Disclosure for readers
- Use plain words: "Sponsored", "Paid placement" or "Advertisement".
- Put the label where people see it before the sponsored content, not in the footer or behind a click.
- Make it readable: sufficient size and contrast, and not hidden in a lighter shade of the background.
- Keep it for the whole paid term, not just the first week.
Disclosure for search engines
Mark paid links with rel="sponsored". Search engines also accept nofollow for paid links, and rel="ugc" is meant for user-generated content such as comments. You can combine values, for example rel="sponsored nofollow".
Common mistakes
- Labeling the page but leaving the link unmarked.
- Marking the link but leaving no visible label for readers.
- Removing the label after a few weeks.
- Calling a paid placement a "partner post" or "guest post" to avoid the word sponsored.
Check the rules where you operate
Advertising disclosure rules differ between countries and regulators, and this guide is not legal advice. Check the rules that apply to you and your audience.