Advertising Guidelines

1. General Principles

Reuters is committed to unbiased, independent journalism. Accepting funds for advertising or sponsored content allows Reuters to expand our coverage of global news and events consistent with the Trust Principles. The following guidelines apply to all advertising and explain how Reuters protects our journalistic integrity and the trust of our readers and customers while working with advertisers and sponsors.

  • No relationship with an Advertiser or advertising deal may compromise Reuters’ strict compliance with the Trust Principles, which require independence, integrity and freedom from bias.
  • Reuters editorial staff should not create, edit, influence or otherwise contribute to the production of advertising for a client, nor should a Reuters journalist appear in any client advertising.
  • Advertisements should be clearly distinguishable from content created by Reuters’ editorial staff. If necessary to make the distinction, an advertisement should be prominently marked “Advertisement” (or its equivalent).
  • Advertisers are responsible for the content of their advertisements. They are responsible for ensuring that their advertising complies with all applicable laws, regulations and guidelines and is not false or misleading.
  • Advertisements should not reflect the views of Reuters or its editorial staff. Even so, Reuters reserves the right to reject or remove any advertisement if in Reuters opinion the advertisement is inaccurate or misleading, or could harm Reuters reputation.

2. Display Advertising Guidelines

  • The Advertiser must agree to Reuters advertising terms and conditions.
  • Advertisers must confirm in writing they have the right to use any third party’s intellectual property, e.g., trademarks, copyright, graphics, music, etc., and that they have obtained all necessary clearances, including the right to use a person’s name, image or likeness.
  • Reuters trademarks may not be used in any third-party advertising without Reuters prior written consent.
  • Advertising must match all Reuters technical and creative specifications.
  • Reuters does not accept advertising that contains pictures or text advocating prejudice or discrimination based on race, national origin, religion, disability or handicap, gender, age, or sexual orientation.

3. Sponsored Advertising Guidelines

Sponsorship means a third-party finances in whole or in part Reuters editorial or Reuters Plus content, like an event or content on Reuters.com, with a view to promoting the sponsor.

The following guidelines apply to content independently created by Reuters news department, but funded in whole or in part by a paying sponsor:

  • Sponsorship of editorial content and events should be approved by the Editor-in-Chief or their designee who will determine whether sponsorship is permissible based on the guidelines below.
  • Accepting funding from sponsors to create editorially independent content may allow Reuters to enrich our news file, expand our offerings for readers and customers, or explore previously examined news subjects in a new way or with a more in-depth analysis.
  • Reuters may accept funding from paying sponsors if we would produce the content even without the funding because it is newsworthy.
  • Reuters may agree to accept funding for content if the editorial leadership of Reuters News, including the Editor-in-Chief, agrees that the sponsorship deal is consistent with Reuters editorial standards and the Trust Principles.

  • Sponsored content should be editorially independent content that is just as valuable, unbiased and reliable as all other Reuters news content. This means:

    1. At the beginning of a sponsorship deal, Reuters and the sponsor may agree on broad subject areas for coverage. The sponsor may suggest more specific topics for Reuters to cover, but Reuters is not obligated to accept the sponsor’s ideas and should do so only if, in Reuters editorial discretion, the topics are newsworthy and of legitimate interest to our readers.
    2. Reuters journalists, or journalists acting at the direction of Reuters editorial staff, should collect facts and information, and produce and edit the content without input or influence by the sponsor, to the same standards that apply to other Reuters news content. Reuters should not show copy to sponsors prior to publication.

The following guidelines apply to content created by Reuters Plus under the direction of a sponsor:

  • Content created by Reuters Plus should be attributed to Reuters Plus, which should be described as the content marketing unit of Reuters.
  • There should be no implication that the content is associated with, or created by, the Reuters newsroom.

4. Privacy: Cookies and Interest-based Advertising

4.1 Collection & Sharing of data

Collection of personal information and use of cookies and tracking technologies must comply with the Thomson Reuters Privacy Statement, opens new tab and the Thomson Reuters Cookie & IBA Policy, opens new tab . Among the key rules in those policies:

  • Reuters and our Advertisers should have a lawful basis for collecting personal information and should collect only the minimum amount of data needed. In this context, cookie IDs, IP addresses, and other identifiers should be considered personal information.
  • Collection or use of special categories of data (such as, for example, age, location, race, and political beliefs) should be approved in advance by the Thomson Reuters Privacy Office.
  • Reuters and our Advertisers should have a process in place to promptly respond to requests by data subjects to access or delete their data, or opt out of the use or sale of their data.

4.2 Cookies and other data collection technology

Advertisers must have Reuters prior written consent to install cookies on users’ computers or use pixels, web beacons, or any other data-collecting technology, and those third-party mechanisms must be added to the Reuters consent management tool.

Where local laws and regulations require individual user consent, such consent should be obtained in advance. Neither Reuters nor our Advertisers may use any tools to bypass user controls or the requirement of prior explicit consent.

Cookies and other data collection technology, and any data collected therefrom, may be used by Advertisers only in connection with advertising. Any deviation from this principle with any Advertiser must be reflected in a written agreement with the Advertiser that has been approved, in advance, by the Thomson Reuters Privacy Office.

4.3 Contextual Targeting

Advertisements may be sold against keywords to appear in specific content on the Reuters site, but Advertisers may not purposefully advertise specifically alongside stories about themselves.

4.4 Interest-Based Advertising (IBA)

Interest-based advertising, also referred to as “targeted advertising,” “personalized advertising,” and “behavioral advertising,” generally means personalized and/or targeted advertising is served based on the browsing history of the user, user profiles, and other information collected about them by Reuters or our Advertisers and their partners.

Advertisers must ensure that Interest-based advertising complies with Thomson Reuters policies (including the procedures outlined in the Thomson Reuters Privacy Statement, opens new tab and Cookie & IBA Policy, opens new tab ), as well as industry best practices.

5. Labeling Guidelines

The following guidelines set forth labeling language that should be used to identify different types of Advertising on Reuters properties:

Display Advertising

  • Advertising should be clearly distinguishable from editorial and transparent to the user.
  • Advertisements should not have the same look and feel as a Reuters news story, to avoid confusion on the part of the customer.
  • Native advertisements should be marked “ADVERTISEMENT” (or its equivalent) at the top of the advertisement. If necessary to distinguish them from editorial content, add a border or the advertiser’s logo. Reuters may require a disclaimer to distinguish the advertisement from editorial content.

Sponsored Editorially Independent Content:

  • Content:
    • “Sponsors are not involved in the creation of this or any other Reuters news content.”
  • Event:
    • “This event was sponsored/sponsored in part by [Brand X]. It was independently produced by Reuters editorial staff.”
  • Promotion/use on Reuters social media:
    • “Sponsored by”

Reuters Plus Created Content for the Sponsor:

  • On Reuters website:
    • No reference to Reuters other than Reuters Plus.
    • Display sponsoring brand logo.
    • Use the following labeling: “This [article/content] was produced for Brand [X] by Reuters Plus, the content marketing unit of Reuters.”
  • Reuters Plus social media promotion of custom/brand content produced by Reuters Plus:
    • “Produced by Reuters Plus for [Brand name]”
  • Reuters Plus social media promotion of custom/brand content produced by Reuters Plus:
    • “Produced by Reuters Plus for [Brand name]”
  • On brand site or platform:
    • Must have a reference to Reuters Plus and add “This content was produced for [Brand name] by Reuters Plus, the content marketing unit of Reuters.”
  • Branded event:
    • “Produced for Brand [X] by Reuters Plus, the content marketing unit of Reuters.”
  • Reuters Plus social media promotion/use of custom/brand event:
    • “Produced by Reuters Plus for [brand name].”

6. Restrictions on Content/Advertising

It is the responsibility of the advertiser to ensure that advertising complies with all applicable laws, regulations, guidelines and industry standards and that is not false or misleading.

Reuters may accept the following categories of advertising under certain circumstances:

POLITICAL

Reuters accepts public policy, government and government agency advertising as well as advocacy ads, political party or candidate advertising. Advocacy, political party and candidate advertising cannot contain false or misleading information and should not create the impression that Reuters is biased in favor of one candidate or policy over another. They must be clearly labeled as detailed above in the Labeling Guidelines. All advocacy, political party and candidate advertising should be vetted by the Ethics and Standards Editor and the Head of Reuters Professional.

In the case of political advertising, whether for a candidate for office or for advocacy of a policy, all advertisements should also carry the name of the organization paying for the advertisement, such as “Paid for by [Organization name]”.

GAMBLING

Reuters accepts advertising for betting, lotteries or gambling where it is legal. It is the advertiser’s responsibility to ensure that all advertisements are in compliance with applicable laws, regulations and guidelines.

ALCOHOL

Reuters accepts alcoholic beverage advertising where it is legal. It is the advertiser’s responsibility to ensure that all advertisements are in compliance with applicable laws, regulations and guidelines.

PRESCRIPTION DRUGS, DIET DRUGS, DIET REGIMENTS AND OTHER HEALTH PRODUCTS

Reuters accepts advertising for prescription drugs, diet drugs, diet regimens and other health products. It is the advertiser’s responsibility to ensure their advertising to consumers is in compliance with applicable laws and rules, such as the FDA’s guidelines for Direct to Consumer (DTC) advertising in the U.S.

Reuters may not accept the following categories of advertising:

  • TOBACCO
    Reuters does not accept tobacco brand or tobacco product advertisements.
  • FIREARMS AND OTHER WEAPONS
    Reuters does not accept firearm/weapons advertisements.
  • RELIGIOUS
    Reuters does not accept advertisements from religious organizations.
  • OBSCENE or PORNOGRAPHIC
    Reuters does not accept advertising that it deems to contain erotic, indecent or primarily sexual content or purpose.

Reuters reserves the right to turn down any advertising at its discretion.