The National NewsMedia Council is of the view that branded content is within its mandate. Advertising standards may be sufficient for traditional ads, but branded content underlines the fact that accuracy and perhaps reader trust is at risk when journalism skills are used to sell or promote products or services.

Today’s branded content is sometimes difficult to distinguish from news or feature articles. Branded content, also referred to as sponsored content or native advertising, uses a journalist’s ability to capture interest and tell a story. The information may indeed be of interest to the public, but instead of presenting an objective point of view or serving the public good, branded content steers the reader toward a product or the goal of the advertiser. The NNC believes it has a role in reminding the industry and the public of that distinction.

Read the full paper on branded content here.

You can learn more about the National NewsMedia Council’s perspectives on current issues here.