This approach is consistent with the general principles of transparency and honesty, in order to avoid any confusion or misleading practices. The words “advertising” or “sponsored content” must therefore be clearly visible to guarantee reader confidence.

Objectives

• Enable immediate identification of advertising or sponsored content.
• Prevent confusion between editorial content and advertisements.
• Mitigate risks associated with conflicts of interest.

Implementation

• Mark advertisements with a label that identifies them as such (advertisement, ad, partnership, etc.).
• Where possible, graphically separate advertising from the rest of the content.

Control

• Identify advertising content.
• Ensure that all advertising spaces are clearly distinguishable from the rest of the content and include a label that allows them to be identified without ambiguity. Typically, the word “advertisement” displayed above or below the content concerned.