Publishing sponsored articles has become a permanent practice in the Polish blogosphere, industry media, and online platforms. However, as its popularity increases, so does awareness of the importance of properly labeling sponsored content and complying with both legal regulations and Google’s guidelines. Both national laws and the policies of major search engines demand transparency and ethical advertising practices — violations carry real consequences. This article explains the legal and ethical aspects of sponsored content, how to distinguish ads from regular content, when and how to label sponsored material, and what obligations bloggers and publishers must fulfill.
Table of Contents
Labeling Sponsored Content – Legal Regulations
According to Polish law, publishing sponsored content requires clear labelling. This obligation stems primarily from the Broadcasting Act and the Act on Counteracting Unfair Market Practices. These regulations aim to protect consumers from hidden advertising and misleading practices. Therefore, labelling sponsored articles is not only a matter of transparency but also a legal requirement — failure to comply can lead to penalties, including fines or removal of improperly labelled content.
Importantly, the obligation is not limited to traditional media or major publishers. Bloggers, influencers, and smaller websites are also required to clearly inform their audience that a given publication was created in collaboration with an advertiser. The form of labelling must be clear, visible, and unambiguous — in the text as well as in visual or video content. Consumer protection laws apply online as well, and the Office of Competition and Consumer Protection regularly reminds creators of the need to properly disclose any commercial cooperation.
It’s important to note that proper labelling does not mean hiding information in footnotes, small print, or poorly visible locations. The audience should immediately and clearly understand that they are viewing sponsored content.
Google Guidelines and Consequences of Violations
In addition to legal requirements, advertising content is also governed by Google’s guidelines. The search engine expects that all links in sponsored articles be tagged with “rel=sponsored” or “rel=nofollow” attributes. This helps Google recognize that a link is not an organic endorsement but the result of a commercial partnership.
Violating these rules can result in severe penalties — from lower rankings in search results to decreased visibility or even complete de-indexing from Google. For publishers and bloggers who rely heavily on search traffic, this can mean significant financial and reputational losses.
Google clearly states that improperly labelling sponsored content — including concealing collaboration or failing to use proper link attributes — violates its rules. Search algorithms are increasingly sophisticated in detecting such behaviour, and consequences may affect both advertisers and publishers. Regular content audits and ongoing SEO and compliance training are now standard practice in professional editorial teams.
Non-compliance with Google’s policies not only impacts search engine rankings but also undermines trust among readers and business partners.
When Does an Article Become an Advertisement?
Not every collaboration with a brand requires the material to be labelled as sponsored. The key is understanding when content legally and algorithmically becomes advertising. Generally, sponsored content refers to any material for which the author received compensation — monetary, barter, or any other benefit from a third party.
Content also qualifies as advertising if it includes links to the advertiser’s website, showcases products or services in a favourable light, or encourages the audience to use the advertiser’s offerings. Notably, even if a blogger claims a publication is “independent,” if they received payment for it, it must be labelled as sponsored.
The line between a regular review and a sponsored article can be thin. If the content was created at the advertiser’s request or initiative, it should be marked accordingly. Only then can the reader fairly assess the value and credibility of the message.
Examples of Properly Labelled Posts
Proper labelling of sponsored articles means clearly and visibly indicating that the content was created in collaboration with a commercial partner. Common phrases include: “Sponsored Article,” “This post was created in collaboration with…,” “Promotional Material,” or “This publication is sponsored by…”.
It’s important to place this information at the beginning of the article — preferably right below the headline or at the start of the introduction. This ensures that readers immediately understand the nature of the content. For videos or podcasts, appropriate disclosures should be included both in the recording and the publication description.
An example of proper labelling might be a clearly marked section on the page with “Sponsored Article” highlighted in a different colour or framed, or a clear note at the beginning of the text. Avoid vague terms like “partnership” or “partner material” without specifying who the sponsor is and what the collaboration entails.
Responsibilities of Bloggers and Publishers
Bloggers and publishers are responsible for ensuring that every sponsored piece is appropriately labelled and compliant with legal requirements and Google’s guidelines. This includes not only the content itself but also the way links, images, and multimedia are presented. Failure to meet these obligations can result in both reputational damage and legal liability.
Bloggers and publishers should regularly monitor changes in the law and updates to Google’s guidelines to avoid potential issues. It’s advisable to implement content verification procedures before publication and to maintain transparent communication with advertising partners — contracts should include clauses about the obligation to disclose collaboration.
Additionally, bloggers are responsible for maintaining transparency in their messaging and clearly distinguishing between opinion and advertising, which directly impacts the trust of their audience.
Ethics in Sponsored Content
Sponsored publications, while part of the commercial market, should be grounded in ethical principles. Transparency with the audience is key — readers expect honest disclosure, which allows them to evaluate the author’s motivation and the value of the content. Concealing sponsorship or falsifying opinions not only violates the law but also damages the creator’s reputation and relationship with readers.
Bloggers and publishers should avoid blurring the line between advertising and independent journalism. Even when collaborating with a brand, it’s important to maintain one’s own voice and not portray a product in an overly favourable light if it doesn’t match reality. Ethics demand accuracy and consideration for the reader’s interests — hence the importance of clearly separating commercial content from substantive information.
Today’s audience can easily detect dishonest practices and is not afraid to share their opinions publicly. Thus, honesty in relationships with both readers and business partners is not just an obligation — it’s an investment in long-term success.
Legal Responsibility for Content
Publishing sponsored content involves not only responsibility to the audience but also legal risk. Both the author and publisher are accountable for the content under civil and consumer law. Liability includes not only the lack of proper labelling but also potential legal violations — such as misleading claims, false information, or infringement of personal rights.
Both those publishing the content and the advertisers commissioning it bear legal responsibility. In the event of a dispute, the burden is on the creator and publisher to prove that they complied with all legal requirements. The risk of proceedings before court should motivate content creators to uphold the highest transparency standards.
Moreover, it’s essential to archive documentation related to the collaboration — correspondence, contracts, or payment confirmations. This helps clarify any misunderstandings or accusations quickly.
Summary
Sponsored content, while an attractive form of monetizing content, requires adherence to specific legal and ethical standards. Proper labelling of sponsored articles and compliance with Google’s guidelines is a responsibility for every blogger and publisher seeking to operate legally and maintain credibility with their audience. Transparency and honesty in relationships with readers and business partners are not only formal requirements but also the foundation of long-term success in the world of digital publishing. Following these rules helps avoid legal trouble, penalties from search engines, and the loss of reader trust — all crucial for anyone working in the online space.
Read this article in Polish at: Prawne i etyczne aspekty publikacji sponsorowanych
