Advertorial' is the term for newspaper and magazine content that looks like editorial content but is published under a commercial arrangement between an advertiser, promoter or sponsor of goods and/or services and the publisher.
Such commercial arrangements may include payment for articles to be published and undertakings that editorial content will be published in exchange for, or as part of, an agreement to place an advertisement or provide a sponsorship.
‘Advertorials’ should be identified by such terms as "advertisement", "advertising feature", "special feature", "sponsored feature" and the like so that readers are not led to believe that their content is based on editorial news values free of commercial influences.
Advertorials’ are regarded as advertisements and will be covered by regulations and guidelines that apply to advertisements. Complaints to the Australian Press Council about ‘advertorials’ usually will be redirected to a relevant advertising or trade practices authority.
Where publication of material is not part of a commercial arrangement or not deemed to be ‘advertorial’, or is said to mislead readers as to its provenance, and is the subject of a complaint lodged with the Council, it will be dealt with under the Council's Standards of Practice.