True North Brief, an independent Canadian digital news publisher owned by Great Lakes Press Ltd., publishes sponsored content that is clearly labelled to distinguish it from our editorial reporting. This policy explains how we handle sponsored material, the labelling requirements, and the separation from affiliate links. Sponsored content is reviewed by our editorial team but paid for by a partner. Readers can always identify it by a prominent disclosure.
What is sponsored content and how is it labelled?
Sponsored content is material that a third party pays True North Brief to publish. It is labelled with the words “Sponsored Content” or “Presented by” at the top, along with the sponsor’s name. The label appears prominently on the page and in any social promotion.
The label is distinct from our regular editorial content, which carries a byline and is subject to our standard editorial review. Sponsored content may be produced by the sponsor or by our team in collaboration with the sponsor, but it always includes a clear disclosure. The disclosure is visible before a reader scrolls, and again at the end if applicable. We never use ambiguous terms like “partner content” without specifying the sponsor. The goal is to avoid any confusion.
How is sponsored content different from affiliate links?
Affiliate links are product or service links that generate a small commission for True North Brief if a reader makes a purchase. They appear within editorial articles and are disclosed at the bottom of each article or near the link. Sponsored content, by contrast, is a full piece paid for by an advertiser and carries a different disclosure.
Our advertising and affiliate disclosure page explains affiliate arrangements in detail. Sponsored content is never mixed with affiliate links in the same piece without clear separation. Both forms of advertising are transparent, but they serve different purposes and are labelled accordingly. We ensure readers can distinguish between editorial recommendations, affiliate referrals, and paid sponsorship.
What rules govern sponsored content on True North Brief?
Sponsored content must comply with our editorial standards for accuracy, decency, and legality. It cannot mislead readers, make false claims, or impersonate our journalistic voice. The sponsor has no editorial control over our independent news coverage, and sponsored content is clearly separated from our newsroom’s reporting.
Our Standards & Fact-Checking Lead, Rachel Miller, reviews any sponsored content that makes factual claims. We do not accept sponsored content that contradicts our fact-checking policy. The Editor-in-Chief, Daniel Campbell, has final approval over all published material, including sponsored pieces. Sponsors are informed of these rules before any agreement is signed. We reserve the right to reject or remove any sponsored content that violates our policies. For more on how we maintain editorial integrity, see our editorial policy.
What you can expect from us
You can expect that any content labelled as sponsored is paid for by an external party and is not part of our independent journalism. We will never let commercial interests influence our editorial decisions, and we will always disclose the sponsor’s identity. Our audience’s trust is our priority.
We maintain a strict separation between the newsroom and commercial partnerships. Editors and reporters do not participate in sponsored content creation unless it is clearly separated from their beats and disclosed. Our commercial team handles sponsorships, and the editorial team has final say over any content that might affect our credibility. For full details on our funding and ownership, see ownership and funding.
How can I enquire about sponsored content?
Enquiries about sponsoring content on True North Brief should be directed to sponsored@truenorthbrief.com. Our commercial partnerships team will respond with rate cards, guidelines, and availability. We do not accept unsolicited content or undisclosed sponsorship offers.
All sponsored content proposals are evaluated based on alignment with our audience’s interests and our editorial standards. We do not accept content from industries that are prohibited by law or that we deem harmful to public trust. The process includes a review by our legal and editorial teams. For general advertising and partnership enquiries, see our advertising and affiliate disclosure page.
Questions or concerns?
If you have questions about a specific sponsored piece or wish to report a potential labelling issue, please contact our editorial team at editorial@truenorthbrief.com or our Standards & Fact-Checking Lead at factcheck@truenorthbrief.com. For formal complaints, refer to our complaints procedure. You can also reach us through our contact page. We take transparency seriously and will respond promptly.