Content and native disclosure guidelines version 2 - February 2018

These guidelines outline good practice for disclosure of content-based advertising and native ad formats online.

They have been updated* to reflect changes in online behaviour and media usage, and show how existing principles apply to new and growing advertising environments and approaches – such as influencer marketing.

View the press release here.  

The guidelines set out clear and practical steps to help brand owners, publishers and marketing practitioners provide transparency to consumers in line with existing advertising rules.  

Transparency is vital, not just because the rules require it, but because it is key to the trust that brands, content creators and publishers rely on to reach and engage their audiences with content and native advertising.

We have produced a flowchart to help explain when the disclosure rules apply which you can download below. 

*The guidelines were first published in 2014 (for native ad formats) and 2015 (for content-based advertising).