II-5. Relationship with Advertisers
a. Selection of editorial topics, treatment of issues, interpretation and other
editorial decisions must not be determined by advertisers, advertising agencies or
the advertising departments of publications.
b. Editors must never permit advertisers to review articles prior to publication.
c. Advertisers and potential advertisers must never receive favorable editorial treatment because of their economic value to the publication. Similarly, non-advertisers should not receive unfavorable editorial treatment or be excluded from articles because they do not advertise. This provision applies not only to stories
and articles but to all products of the editorial group, including lists, rankings,
product or company of the year awards and other such special features and events.
d. Editors must have the right to review, prior to publication, all sponsored
content and other advertiser-supplied content.
II-6 Separation of Advertising and Editorial
a. Editors must make a clear distinction between editorial and advertising. Editors
have an obligation to readers to make clear which content has been paid for,
which is sponsored and which is independent editorial material. All paid content
that may be confused with independent editorial material must be labeled as
advertiser-sponsored.
b. With respect to special advertising supplements or advertorials: The words
advertising, advertisement, special advertising supplement or similar labeling
must appear horizontally at or near the center of the top of every page of such
sections containing text, in type at least equal in size and weight to the
publications standard body typeface [adapted from American Society of
Magazine Editors Editorial Guidelines, Nov. 2004].
c. The layout, design, typeface and style of special advertising sections or custom
publishing products must be distinctly different from those of the publication
[adapted from ASME, Nov. 2004].
d. Special advertising sections must not be slugged in the publications cover
(including stickers) nor included in the table of contents. In general, the publications name or logo may not appear as any part of the headlines or text of
such sections, except in connection with the magazines own products or services
[adapted from ASME Nov. 2004].
e. Editorial staff members and freelancers used by editorial should not participate
in the preparation of custom publishing or advertising sections, except that the
chief editor may review contents of such sections before they appear.
III Editorial Code of Ethics and Guide to Preferred Practices for Electronic Media
November 2004
Credibility is the key to the success of digital media offerings, just as it is for print
publications; users must trust the advice and information presented. In order to build and
maintain that trust, the distinction between independent editorial content and paid
promotional information must remain clear. American Business Media believes it is
possible to keep that clear distinction while still taking advantage of linking and other
technologies that make digital media the unique and robust experience it has come to be
for the user.
With that goal in mind, ABM recommends the following standards, adapted from those
of the American Society of Magazine Editors for the express needs of business media:
a. The publication's Web site should display the publication's name and logo
prominently, in order to clarify who controls the content of the site. All editorial
content must be under the sole control of the editorial staff.
b. All online pages must clearly distinguish between editorial and advertising or
sponsored content. Non-editorial must be clearly labeled. The publication's name
or logo should not be used in any way that suggests editorial endorsement of an
advertiser. The site's sponsorship policies must be clearly noted, either in text
accompanying the article or on a disclosure page to clarify that the sponsor had no
input regarding the content.
c. Hypertext links that appear within the editorial content of a site, including those
within graphics, must be solely at the discretion of the editors. Links within
editorial should never be paid for by advertisers.
d. Special advertising or "advertorial" features should conform to the same
guidelines in section II that apply to print.
e. Special advertising sections or features must be displayed in such a way that
users will not confuse them with editorial content.
f. To protect the brand, editors/producers should not permit their content to be
used on an advertiser's site without an explanation of the relationship (e.g.
"Reprinted with permission").