Principle 8 - Advertising policy

All websites displaying paying banners have to have an advertising policy. This policy must explain how the site distinguishes between editorial and advertising content and which advertisements are accepted. Any conflict of interest has to be explained.

Any non-paying banner or ‘friendly’ link should also be distinguished from editorial content by a label such as “banner” or “friendly banner”. A policy should also be provided to explain to readers that these banners are not advertisements but have been provided for further reference or other purposes.

If the site does not display advertisements, a clear statement has to indicate that the site does not host or receive funding from advertising or from the display of commercial content.

All advertisements and any promotional, commercial or information in the form of articles, or display advertisements (banners or logos), have to be clearly indicated and easily identifiable as such, and distinguished from the editorial content. All advertising (including, but not limited to, pop-up windows and banners) have to be identified with the word "Advertising" or similar identifying clearly the sponsor.

If banners are served from a free web hosting service or 'banner exchange', the webmaster must clearly state that the advertising banners are from the free Web host and are not endorsed by the site editor.