We are required to mark paid-for-content (advertorials) as such when we publish these pieces on our sites. This is in a bid to ensure 1) readers are aware that the content has been sponsored, 2) we are not misleading our readers into thinking we are endorsing the message in the content and 3) that they are also aware that the views expressed in the paid piece are not necessarily that of the publication but of those advertising with us. While it is also true that a client will pay for their spot on our sites, our best practices in terms of style and tone as well as general aesthetics to make the content appear more appealing need to be followed through on. Don’ts
- Do not mark category as local news, municipal, schools or any other category.
- Do not add your name or the publication’s name into the byline box. Readers need to be made aware that the content was not generated by us. Remember that paid-for-content is subjective and cannot be the view of an objective journalist or publication.
- Do not simply copy and paste content provided by the client onto the backend. The content still needs to be written according to our best practices (this includes adapting content to suit our style guide). We are a brand and this is reflected in our style and tone which our readers will pick up on. For example, if a client sends through content that includes their daily operational times, make sure the times are written as 6:00 or 16:00 and not 6am and 4pm. If the client has the date written out as 19.07.21, change it to July 19. Our style guide also applies to headlines, excerpts and all other information contained in the piece.
- Do not hyperlink to other businesses or articles produced by the newsroom. Remember that the client is paying for this ad space to promote their business and the advertorial needs to reflect this.
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