Updated on 9 November 2026 by Nicolas Finet, CEO of Sortlist. This guide has been rewritten for UK advertisers: it now explains what the ASA and the CAP Code require, how Google treats paid articles and links, what advertorials cost and how to write one that works.
An advertorial is paid advertising dressed as editorial content. It can build trust in a way a banner cannot, but in the UK it is also one of the formats where advertisers most often fall foul of the rules. This guide covers the definition, the legal requirements, the SEO side and the practical craft.
Key takeaways
- An advertorial is an advertisement in the form of editorial content. The word blends "advertisement" and "editorial" and dates from 1946, according to Merriam-Webster.
- In the UK it must be obviously identifiable as advertising (CAP Code rules 2.1 and 2.4). Responsibility lies with both the marketer and the publisher.
- A disclaimer buried in the footer is not enough: label it clearly at the top, for example "Advertisement feature" or "Ad".
What is an advertorial?
An advertorial is a paid piece that imitates the look and tone of the publication around it: a feature in a newspaper or magazine, a sponsored article on a news site, or a branded page on a blog. It gives detailed information about a product or service, usually through a story, and the advertiser controls the message.
It is not the same as editorial, where the publication decides independently what to write, and it is not the same as a display ad, which is recognisable as an ad by its format. Newer terms such as "native advertising" and "sponsored content" cover the same idea online. For the wider picture, see our article on native advertising.
Advertorial versus traditional ad
| Criteria | Advertorial | Traditional ad |
|---|---|---|
| Format | Article-style, long-form, often with images and quotes | Banner, video spot, short copy |
| Tone | Informative, story-led | Promotional, direct |
| Labelling | Clear label required at the top (for example "Advertisement feature") | Recognisable as an ad by its format |
| Best for | Complex products, trust, explaining benefits in depth | Awareness, direct response, retargeting |
| Main risk | Misleading readers if it is not clearly identified | Ad blindness and low attention |
| SEO angle | Paid links must be marked rel="sponsored" or rel="nofollow" | Not applicable |
What UK rules require
The Advertising Standards Authority (ASA) enforces the UK Code of Non-broadcast Advertising (the CAP Code). Section 2 requires marketing communications to be obviously identifiable as such. For advertorials, rule 2.4 is explicit: marketers and publishers must make clear that advertorials are marketing communications, for example by heading them "advertisement feature".
“Marketers and publishers must make clear that advertorials are marketing communications; for example, by heading them ‘advertisement feature’.”
ASA, CAP Code rule 2.4
- Shared responsibility. The ASA says responsibility for compliance lies with both the marketer and the publisher. A publisher cannot simply blame the advertiser, or the other way round.
- Acceptable labels. "Advertisement feature" is the CAP Code's own example. "Ad", "Advert", "Advertising" and "Ad feature" are also likely to be accepted. Vague words such as "partner content" or "in association with" may not be enough on their own.
- Prominence. The label must be visible before the reader starts reading, not at the bottom of the page.
- Not a disclaimer. In a ruling cited in ASA guidance, a webpage carried a disclaimer in the footer saying the content was advertorial. The ASA still concluded that the ads were not obviously identifiable as marketing communications, did not make their commercial intent clear and falsely implied the advertiser was acting outside its business.
- Same rules everywhere. The ASA applies the rules equally to advertorial, affiliate marketing and own-brand promotion, including on social media.
Hidden advertising can also breach consumer law: the CAP Code's text refers to the Digital Markets, Competition and Consumers Act 2024. For legal advice on a specific campaign, speak to a solicitor or to CAP's copy advice service.
What does an advertorial look like?
- Print: a full-page feature in a magazine, with the same fonts as the title but a distinct layout and an "Advertisement feature" heading.
- Online: a sponsored article on a media site, labelled at the top with the advertiser's name.
- Brand-owned: a long landing page styled as a "review" or "investigation". This is the riskiest version: if the page implies independent journalism, it can mislead.
- Social: a paid creator post that reads as personal opinion. It must be labelled as an ad too.
The SEO side: paid articles and links
Google's spam policies class links in paid articles as link spam when payment buys ranking credit. Specifically, the policies name advertorials or native advertising where payment is received for articles that include links that pass ranking credit, or links with optimised anchor text, in articles, guest posts or press releases distributed on other sites. Paid and sponsored links are acceptable when they carry rel="sponsored" or rel="nofollow".
In practice: buy advertorials for audience and trust, not for link equity, and ask the publisher to mark links accordingly. If you are looking for natural links, see our guide on how to get quality backlinks.
How to write an advertorial that works
- Start from a reader's problem. Open with the question your audience asks, not with your product.
- Tell a story based on facts. A customer case, a before-and-after or a short investigation reads better than a sales pitch. See brand storytelling for the craft.
- Use real evidence. Figures with sources, named customers with permission, and photos that show the product in use.
- Keep the tone of the publication. Match its style, but never its authority: the piece is yours, and it must be labelled as such.
- Write a clear headline and scannable subheadings. People skim.
- Include one clear call to action. A single link or form, placed after the argument rather than throughout.
- Label it first. Agree the label and its position with the publisher before you write a word.
How much does an advertorial cost?
There is no standard rate. The price depends on the reach of the publication, the quality of its audience, whether the piece is print or online, and whether the publisher writes it. Industry guides for the UK in 2026 give a rough idea of scale: classified-style newspaper text can cost about £5-£15 a word in national titles and £1-£5 in regional ones, and full-page display advertisements in national titles can run from around £8,000 to £40,000 depending on section and day. Online sponsored articles are usually cheaper and priced by audience size. Treat these as indicative: ask the publisher for a rate card and compare cost per thousand readers, not the headline price.
Measuring results
- Reach and time on page: are readers actually reading?
- Click-through to your site and the conversion rate of that traffic.
- Brand-search lift: do searches for your name rise after publication?
- Assisted conversions: advertorials rarely close the sale directly, so look at the whole path.
Compare formats and budgets with our advertising guide, display advertising and corporate advertising articles.
Checklist before you publish
- A clear label at the top, such as "Advertisement feature" or "Ad".
- The advertiser is named; there is no suggestion of independent journalism.
- Claims are backed by evidence you can supply on request.
- Paid links are marked rel="sponsored" or rel="nofollow".
- Marketer and publisher have agreed responsibilities in writing.
Frequently asked questions about advertorials
What is the difference between an advertorial and an ad?
An advertorial copies the look of editorial content, while a traditional ad is recognisable as an ad by its format. Both are advertising and both are covered by the CAP Code.
Must an advertorial be labelled in the UK?
Yes. The CAP Code requires marketing communications to be obviously identifiable, and rule 2.4 says advertorials should be clearly marked, for example "advertisement feature".
Is a footer disclaimer enough?
No. The ASA has ruled that a footer disclaimer did not make a page's ads obviously identifiable as marketing communications.
Who is responsible, the advertiser or the publisher?
Both. The ASA says responsibility for compliance lies with the marketer and the publisher.
Do advertorial links help SEO?
Not if they are paid and pass ranking credit. Google asks for paid links to carry rel="sponsored" or rel="nofollow". Use advertorials for audience and trust.
How much does an advertorial cost?
It varies widely by publication and audience. Ask for a rate card and compare the cost per thousand readers.
Planning paid content? Post your project on Sortlist and compare UK advertising agencies for free.
Sources: ASA, CAP Code rule 2.4, ASA, Recognising ads: Native advertising, ASA, Recognising ads: Advertisement features, Google Search Central, spam policies, Merriam-Webster (origin of "advertorial"), UK media-buying guides (2026).
