BuzzFeed Changes Labels on Promoted Content

Sponsored material gets simple yet clear designation

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BuzzFeed is revamping how it specifies sponsored content.

The site will now label branded content with a small, bold yellow box stating it is "promoted by" a particular marketer, and brand pages will be labeled "brand publisher" instead of "featured partner."

BuzzFeed previously designated sponsored content with a "presented by" tag and placed it on a light yellow background, similar to how Google used to promote its ads. However, the pale color was difficult to distinguish on BuzzFeed, especially on mobile screens.

The move is in line with social networks like Facebook and Instagram, which designate sponsored content with less pomp and circumstance than publishers such as The New York Times.



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