Sponsored Content Disclaimers – Why They’re Important

We have previously discussed what it means to label links as ‘sponsored’, but what about ads or sponsored content disclaimers? Here’s a little bit more information about ensuring that you have the correct disclaimers visible when placing ads or paid content on your website.

What types of content needs a disclaimer?

The Committee of Advertising Practice (CAP) and the Advertising Standards Authority (ASA) regulate ads and the disclaimers needed in the UK. They require that if content is published that has commercial intent, that it be immediately obvious as such. It’s all about transparency.

This is particularly of concern to content creators, who rely on sponsored content and affiliate income. What types of content needs a disclaimer:

Any paid for space – an ad or sponsored post on your site or social media
Affiliate links where you receive a percentage of monies received from clicks and purchases
Gifted content, or any product or service that is given or loaned or incentivised

What disclosure is needed

Your disclosure will be something along the lines of “AD | GIFTED” or “AD | SPONSORED CONTENT”
Your disclosure must be at the top of your blog post / caption on social media
The disclosure must not be buried at the bottom on within the text or hashtags

And obviously, if you are linking to this product or service, ad or affiliate from your website, you should also use the sponsored no-follow link setting.

Basically, you want your readers to be easily aware that what they are reading is sponsored – and thus, transparent in your intent.

Read more about disclosures on this handy infographic.

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