How news orgs can avoid sponsored content pitfalls

01/28/2013 | JimRomenesko.com

The Atlantic's recent fiasco with sponsored content from the Church of Scientology has raised the question of how publications should go about implementing sponsored content, while still maintaining journalistic ethics. Time Out Chicago Editor-in-Chief Frank Sennett has formulated a list of proposed guidelines on the subject, designed to help publications better define the lines between editorial and advertising and minimize conflicts. The keys to responsible sponsored content are clear disclosure, steering clear of campaigns that could damage the publication's image and making sure sponsored content adheres to copyright restrictions, he writes.

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