Sponsored content and disclosure: When the cat should leave the bag

Q: When does disclosure need to occur? A: Whenever a company provides a third-party content writer some form of compensation. In other words, if money or services are involved, disclose. Q: What does disclosure entail? A: There is no specific language that needs to be included. However, general factors to consider include: • Proximity: Where in the piece is disclosure occurring? Upfront before the piece begins typically works best. • Prominence: Is it easily noticeable? Make it as obvious as possible without ruining the content’s quality, both aesthetically and editorially. • Format: What format is it in? Disclose in the same multimedia format as the piece (i.e. radio, video, written, etc). • Language: Is it understandable? Don’t use legalese. Use clear language to describe the piece as sponsored content. • Social Media: Sharing via a social media platform? Be sure to call out in the social post that the content linked to is sponsored.