Editorial policy

Sponsored content policy

The Daily Toowoomba accepts sponsored content. This is how we label it, how we separate it from editorial, and what we will not do — written to comply with the Australian Competition and Consumer Commission (ACCC) guidance on advertising disclosure under the Australian Consumer Law.

What counts as sponsored content

Any article, newsletter slot, video, audio, social post or homepage placement that a third party has paid to influence — including paid partnerships, advertorials, affiliate-linked roundups, sponsored events, and any content produced in exchange for money, goods, services or free travel.

How we label it

  • A clearly visible Sponsored or Paid partnership label appears at the top of the item, in the same place a reader looks for a kicker.
  • The sponsor is named in the byline or kicker. The label is not hidden behind hover, tabs, accordions or page footers.
  • Sponsored articles use a distinct background tint or rule so they cannot be confused with editorial reporting.
  • Affiliate links and product roundups carry a disclosure that we may earn a commission.
  • Sponsored newsletter slots are labelled Sponsored in the section header, not only in fine print at the foot of the email.

Editorial independence

  • Advertisers do not see, approve, or edit editorial stories before publication.
  • Editorial coverage is never offered, withheld or shaped in exchange for advertising. Buying ads does not buy coverage.
  • Reporters who write sponsored content do so on a separate brief and never represent it as their own editorial work.
  • We will decline sponsorships that require us to bury negative information, attack a competitor, or mislead readers.

What we will not accept

  • Sponsored content from gambling operators, predatory lenders, or tobacco brands.
  • Political advertising during election periods without conspicuous authorisation statements that meet the Australian Electoral Commission rules.
  • Health, medical or financial claims that cannot be substantiated, or that require advice from a registered professional.
  • Content designed to look like a news story or like editorial commentary.

Corrections, takedowns and complaints

If a piece of sponsored content is unclear, inaccurate, or fails this policy, we will correct or take it down. Email the editor via the contact page, or use the “Suggest a correction” link on the article. Serious complaints can be escalated to the ACCC under the Australian Consumer Law.

Reference

This policy is written to be consistent with the ACCC’s public guidance on misleading and deceptive conduct in advertising (Sections 18 and 29 of the Australian Consumer Law), and with the advertising disclosure expectations applied to online publishers, influencers and native advertising.