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/ˈspɒn.sɚd ˈkɒn.tɛnt/ · spon·sored con·tent

noun

Content that appears in a publication or on a platform but is funded by an advertiser and is labeled as sponsored. The magazine’s sponsored content about travel gear was clearly marked with a disclaimer.
A form of native advertising where the promotional material is designed to match the surrounding editorial style. Readers often skip sponsored content because it blends seamlessly with the site’s regular articles.

Synonyms

branded content native advertising advertorial paid content sponsored post partner content promoted content sponsored article

Antonyms

organic content editorial content unpaid content

Did you know? The phrase "sponsored content" entered mainstream usage after the FTC’s 2015 endorsement guidelines mandated clear labeling, prompting many outlets to adopt the term for compliance.

Related terms

sponsor advertising marketing media disclosure native advertising

Written by Lexi Wordsworth, Dictionary Editor 0 lookups Added Jul 16, 2026