These are based on the the American Society of Magazine Editors guidelines for the relationship between editorial and advertising in print.
The dynamic technology of electronic pages and hypertext links create a high potential for reader confusion. Permitting such confusion betrays reader trust and undermines the credibility not only of the offending online publication or editorial product, but also of the publisher itself. It is therefore the responsibility of each online publication to make clear to its readers which online content is editorial and which is advertising, and to prevent any juxtaposition that gives the impression that editorial material was created for–or influenced by–advertisers.
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