Native Advertising Guidelines

Border

• Width 5 mm (14pt)
• The advertiser may choose the colour, and the colour must clearly stand out from the page of the paper. The media's brand colours may not be used in native ads. However, the advertiser is free to use its own brand colours even when they resemble the colours of the media where the advertisement is published.

The Word MAINOS ("ADVERTISEMENT")

• Must appear at the top left-hand side and the bottom right-hand side of the border.
• Written in capital letters and with a bold sans-serif font (e.g. Arial Bold / Helvetica Bold).
• Font size 12pt.
• The colour must be black or white, depending on whichever stands out better from the colour of the border.
• Native ads that clearly stand out from editorial content due to e.g. their background colour or image must only include the word MAINOS at the top and bottom, according to the instructions above. A border is not necessary in such cases.

Unclear Cases or a Missing Border

In unclear cases, we ask that the material is submitted for review 24 hours (1 working day) before the material deadline. The editors of the paper will decide whether borders are required or not. If borders are missing in a native ad, the material is returned to the sender so that changes can be made. If the material sender is not reached, Sanoma's material services staff have the right to add borders to the material. In these cases, we use dark grey borders (C0, M0, Y0, K70) and add the word MAINOS in white.

Examples:

A border and the words MAINOS ("ADVERTISEMENT") must be added to the ad when its content resembles editorial content.

The ad below does not require a border, but only the word MAINOS in the top left-hand and bottom right-hand corners. The colour and image background of the ad distinguish it from editorial content.

The ad is publishable when the ad already has an image background. 

The final decision concerning the publication of the material is always made by the editor-in-chief of the product in question. If the material does not comply with the material specifications, the editor-in-chief can propose changes or refuse to publish the material. If changes are required, the material is returned to the sender and they are asked to make the necessary changes. Due to this, we ask that you submit the material for review well in advance before the material deadline, no later than two working days before the material deadline. If there is not enough time to edit an unclear case, the editor-in-chief may refuse to publish the material.

Content in inserts must be separated from editorial content

• The content insert has to be separated from editorial content useind the work ”mainosliite” (AD INSERT).
• The ”Mainosliite” (AD INSERT) must be mentioned in the upper right corner of every page of the insert (not only on the cover).
• ”Mainosliite” (AD INSERT) is written in capital letters, font size 12.
• In addition the advertiser has to be visibile with the use of logo or other means immediately on the cover of the insert.

• The fonts used in the ad must differ markedly from those used in the media where the insert is published. For instance Helsingin Sanomat does not allow serif fonts.
• The use of images, paragraph divisions and paragraph widths in inserts have not been specified. The advertiser must make sure that they have commercial rights to use all the images for the entire duration of the publication.
• The insert may not use the name or logo of the media publication or brand without explicit consents from the editor-in-chief.

All native advertising must comply with good marketing practice and observe the regulations and guidelines of the industry in question. According to good marketing practice, advertising must not be misleading, violence is unacceptable, discrimination based on gender or ethnicity is not permitted and the interests of the child must be considered.

• Read more about marketing that is in violation of good practice: Finlex, Consumer Protection Act, Chapter 2, Sections 1–3

In addition, the regulations of various industries should be observed, such as:

Advertising to children:

• Advertising may not take advantage of the inexperience of underage children nor try undermine the parents’ primary responsibility for raising their children.
• Read more about advertising to children >>

Advertising containing health claims:

• Advertising may only contain approved health claims. Health claims may be used provided that the claim fulfils the requirements given in the Claims Regulation and that its use has been approved in advance.
• Read more about the code of ethics for health and pharmaceutical advertising >>

CONTEXT: Clause 16 in the Guidelines for Journalists stipulates that a clear demarcation must be kept between advertising and editorial content and that hidden advertising must be avoided. In 2015, the Council for Mass Media issued a separate recommendation on the separation of journalistic and commercial content. This was inspired by the varying interpretations of the Guidelines for Journalists as the media has begun to use expressions and terms for commercial content that are not clear enough. These inconsistent practices may undermine public confidence towards the media.