Understanding sponsored content on The Local

A guide to sponsored content on The Local.

Published: Wed 25 Mar 2020 10:48 CEST
Understanding sponsored content on The Local

The Local produces a variety of content with funding from external sponsors. This revenue supports our journalism and allows us to bring our readers a wider variety of stories.

Different content labelling and presentation helps make it clear to readers how different content has been produced, who has paid for it, and how – if at all – sponsors were involved.

One of three labels will appear on content funded by sponsors: ‘Presented by’, ‘In partnership with’, or ‘Supported by’.

1) Presented by
The ‘Presented by’ label is used to describe content that is produced by The Local’s Client Studio and paid for by an advertiser. The advertiser and the Client Studio work in close cooperation in developing the content and the advertiser has final approval before publication. The Local’s newsroom journalists are not involved in producing this content.

This content is also marked with a salmon-coloured frame on the homepage and bar across the top of the article page, as well as a disclaimer at the bottom of the article.

Click here to see a collection of sponsored articles with the ‘Presented by’ label

2) In partnership with
The ‘In partnership with’ label applies to a branded section of articles on a particular theme or topic that a sponsor wants to have its brand or logo associated with, and has thus paid for that privilege. A section with the ‘In partnership with' label consists primarily of articles produced by The Local's editorial team – sponsors have no influence over the content of the articles. However, the sponsor and The Local do agree on what type of articles will appear in the section. In addition, sponsored articles ‘Presented by’ the sponsor may also appear in the section, but will be clearly marked as such.

Click here to see Tech News on The Local Sweden, an example of a branded section produced ‘in partnership’ with Data Centers by Sweden.

3) Supported by
The ‘Supported by’ label is used to describe editorially independent content about a particular theme or topic that a sponsor wants to have its brand or logo associated with, and has thus paid for that privilege. A sponsor whose logo appears beside 'Supported by' content may have a role in suggesting what topics are covered, but the content is produced independently by The Local. The sponsor is not involved in the production of the content and does not have the right to review content for approval before publication.


To learn more about different sponsored content options on The Local, visit our advertising page, which features additional examples of sponsored content, answers to common questions, as well as a form for contacting our sales team.


4) Affiliate links
Our articles containing 'affiliate links' allow us to earn commission from certain retailers when our readers visit their sites and make purchases. We produce these articles completely independently, which means that the retailers have no influence over the content, format or timing of the articles.
In many cases the affiliate links in our articles are provided by third party affiliate aggregators, which have relationships with many different retailers. We pick those which we think will be most relevant to our readers. When a reader clicks on one of the links, a cookie is placed on the reader's device to track any purchase made following the click. If so, then The Local earns a small commission from that purchase. In other cases we will have an affiliate agreement with an advertiser directly and the tracking will work in the same way. 

You can also send an email directly to The Local's Client Studio.


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