These guidelines explain CoinDesk’s relationship with its advertising partners and define the distinction between editorial content and advertising.
CoinDesk accept a form of advertising called “Native Advertising”, which we call “Sponsored Content”. This content takes form of an article commissioned by an advertiser or may be partly written by an advertiser. It’s now common practise, but is a technique that has been used in magazines for decades. Often, these items were called advertorials.
On CoinDesk.com, any sponsor content will be clearly labelled as such, to distinguish itself from editorial items. You’ll always know when a sponsor is involved with an article or not. A disclosure will always be present at the bottom of each of these posts, as well as following the guidelines expressed below.
Any sponsor content must also adhere to our advertising guidelines below. Sponsored content does not mean content that is poor quality, or that it is not useful or relevant. We are interested in working with brands to create branded content in the form of product walkthroughs or guides that benefit users. Walkthroughs could take the form of user guides, development guides, video guides or other how-to content in this remit.
Given the pace of change and challenges present in the online media business, we may update these guidelines in line with best practise. We will take on board industry advice, criticism, corrections and reader feedback.
The guidelines cover all advertisements and sponsored content on CoinDesk.com.
- No advertiser can influence CoinDesk.com editorial integrity.
- All advertising requests will be passed on to the business side of the CoinDesk team.
- The business side of the team will not place pressure on the editorial team about their advertisers.
- New advertisers may be asked a series of questions, and may be investigated to authenticate legitimacy in a number of ways.
- Where possible with an advertisement, brand logos will be displayed prominently, and it will be made clear they are a sponsor or partner.
- Advertisers are responsible to make sure that the adverts they create comply to any laws and regulations regarding their region of business and/or advertising standards.
- CoinDesk will endeavor to comply to IAB best practise when it comes to content and native advertising disclosure to offer readers transparency so that it is clear when they are interacting with marketing material. This may be done with a combination of different options and will evolve after our own internal testing and feedback from both users and advertisers. We will adhere to these rules:
- Clear labelling stating that content is sponsored.
- Shading to differentiate the content
- The language used in the label will make it clear that it is a marketing promotion.
- CoinDesk evaluate advertisers on a case-by-case basis and reserve the right to refuse any advertiser.
- The advertising team will make its best efforts to comply and follow Google best practices, including and not limited to, external linking and the exclusion of sponsor content from Google news feeds.
- Advertisements and sponsor content does not reflect views or choices of editorial staff, and advertising on CoinDesk will not affect editorial coverage. CoinDesk’s news editors will not be able to choose which advertisements are shown.
- CoinDesk will make best efforts to disclose sponsored content within social media and other forms of communication, such as email. CoinDesk should not be held responsible for the labelling of sponsor content by third parties on other channels it does not control.
- CoinDesk will remove advertisements or advertisers that contain false claims or are deceptive.
All sponsor content will contain the following caveat, “This content is created collaboratively with the sponsor, [sponsor]. View more information about this content.”