Content funding and labelling
The Financial Times publishes a variety of content with financial support from third parties. We apply one of two descriptions to this content to ensure that the reader understands the provenance and funding model: ‘Supported by’ for commercially supported independent journalism or ‘Partner Content’ for commercially produced content.
‘Supported by’ describes commercial support of our independent journalism. It indicates funding for an editorial project or content that is commissioned by Financial Times editors and produced by FT journalists.
Before committing to any funding, senior editors make the final decision as to the suitability of any individual project. Throughout the process, from the securing of sponsorship to the publication of the content, the relationship between our journalists and the third party remains distinct. If funding is accepted, an advertiser may be able to suggest overarching themes and topics for discussion and may get sight of a synopsis, but the final decision on published content is always that of the Financial Times Editorial team who, at their discretion, may choose to publish stories or angles that differ from any synopsis that has been shared. The advertiser will have no access to specific writers commissioned for the project or prior sight of the content before it is published.
This content is written and edited by Financial Times staff journalists, or those approved by the Financial Times Editorial team, to the same standards expected in all of our journalism.
‘Partner Content’ describes commercial content that comes directly from our advertisers and has no involvement from Financial Times journalists (although the FT commercial department may have worked with the advertiser in producing the content). The FT does not have any editorial input or oversight of this content and it is subject to applicable advertising standards and regulations.
Our disclaimers explained
When publishing Partner Content, we will always use one of two statements to ensure transparency about the relationship between the Financial Times and our advertising partners.
- THIS CONTENT WAS PAID FOR AND PRODUCED BY <CLIENT> IN PARTNERSHIP WITH THE COMMERCIAL DEPARTMENT OF THE FINANCIAL TIMES
- THIS CONTENT WAS PAID FOR AND PRODUCED BY <CLIENT>
The first denotes content which the Financial Times commercial department (including Alpha Grid and Longitude) has created on behalf of a third party with final approval of that content by the advertiser. ‘In partnership with’ reflects a commercial relationship with the advertiser. The FT does not have any editorial input or oversight of this content.
The second denotes content produced by the advertiser without any input from any Financial Times entity, and which the advertiser has chosen to promote across Financial Times platforms. ‘Paid for and produced by’ reflects a commercial relationship with the advertiser. The FT does not have any editorial input or oversight of this content.