News outlets should set high bar for sponsored content

01/20/2013 | Poynter.org

Sponsored content, or advertising that looks like editorial content, is a fact of life these days, even though it can prove embarrassing -- as in the case of The Atlantic's digital publication of a sponsored ad for the Church of Scientology, writes Jeff Sonderman. To avoid that kind of fiasco, publications need to set standards for such content and demand that advertisers meet them, he writes.

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