NorwichWire.co.uk publishes sponsored content as a way to support our journalism while maintaining clear boundaries between commercial messages and our independent editorial output. Sponsored content is any material – article, video, infographic, newsletter feature or social media post – that has been paid for by a third-party brand, organisation or advertiser. Every piece of sponsored content on this site is unmistakably labelled so that you, our reader, can always tell the difference between a paid promotion and an independent news story. We never disguise commercial material as editorial, and we never allow sponsors to influence our news coverage or editorial decisions outside of clearly designated paid placements.
How We Label Sponsored Content
All sponsored pieces carry one or more of the following labels, placed prominently at the top of the page or, where space is limited, immediately adjacent to the headline:
- Sponsored by [Brand]
- Advertisement feature
- Paid partnership with [Brand]
- In association with [Brand]
These labels may also appear in our newsletter, social media posts and at the bottom of the article to reinforce transparency. Sponsored content may be written by a member of our editorial team or produced in collaboration with the partner, but it is always edited and approved by our Standards & Fact-Checking Lead to ensure it meets our quality and disclosure standards.
Our Rules for Sponsored Content
- Every piece of sponsored content is clearly and conspicuously labelled – never hidden, buried or disguised as unpaid editorial.
- Commercial partners receive no editorial approval or veto over independent reviews, news stories or opinion pieces unless the entire article is a paid placement and clearly marked as such.
- Sponsored material must never be presented as independent editorial. Readers should be able to recognise a paid feature without having to examine metadata or fine print.
- Sponsors may suggest topics, provide briefs or supply materials, but final editorial control remains with NorwichWire.co.uk.
How Sponsored Content Differs from Affiliate Links and Independent Reviews
We also use affiliate links in some articles, which generate a small commission when you purchase a product we recommend. Affiliate links are disclosed and never influence our editorial verdict. By contrast, sponsored content is a paid placement from a brand. Independent reviews, detailed in our reviews policy, are conducted by our editorial team without payment from the subject – those conclusions are ours alone. Sponsored features, while factually accurate and fair, represent a commercial arrangement.
Editorial Independence
Our editorial policy guarantees that no advertiser, sponsor or commercial partner can dictate our news coverage, investigations or critical analysis. Sponsored content is clearly walled off from independent reporting. For a full breakdown of our ownership, funding and commercial relationships, see our ownership and funding page.
Enquiries
If you are interested in exploring a sponsored content placement, brand partnership or advertising feature, please contact our commercial team at sponsored@norwichwire.co.uk. For general editorial or advertising enquiries, visit our contact page. We welcome proposals that align with our audience’s interests – local news, culture, business, community and civic life across Norwich, Norfolk and East Anglia.