This page explains how Toronto Post handles sponsored content so you can easily tell the difference between our independent journalism and material that a partner has paid to publish. If you are a potential sponsor, this policy also outlines our requirements for disclosure and editorial independence. For any questions, please contact our sponsored content team at sponsored@torontopost.org.
What is sponsored content and how is it different from our regular journalism?
Sponsored content is material that a third party pays us to publish, but it is always clearly labelled so you know it is not produced by our newsroom. Unlike our regular journalism, which is independently reported and edited by our editorial team, sponsored content is created or approved by the sponsor and reviewed by Toronto Post for compliance with this policy.
Our journalists never write sponsored content, and our editorial decisions are never influenced by commercial relationships. Every sponsored piece must meet our standards for accuracy, labelling and transparency, but it does not go through the same fact‑checking or editorial review as our news articles.
How can I tell if an article is sponsored?
Every piece of sponsored content on Toronto Post is clearly marked with the words “Sponsored,” “Paid Partnership” or a similar label at the top of the page and again near the byline. The label appears in a distinct visual style that is different from our standard article formatting, so it is immediately noticeable.
In addition, sponsored articles may include a disclosure statement such as “This content was produced in partnership with [sponsor name].” The sponsorship label is always present regardless of the format — text, video, infographic or otherwise. If you see a label, you can be certain that the content was commissioned or paid for by an external party.
What about affiliate links — how do they differ?
Affiliate links are links to products or services that may earn Toronto Post a small commission if you make a purchase, but the content itself is not paid for by the seller. Unlike sponsored content, affiliate‑linked articles are created by our editorial team and are subject to the same journalistic standards and fact‑checking as any other story.
Affiliate links are disclosed in a separate notice, typically at the bottom of the article or next to the link itself. We maintain a full Advertising & Affiliate Disclosure page that explains how these relationships work. Sponsored content, by contrast, is entirely produced or commissioned by the sponsor and is never part of our independent journalism.
How this works in practice
Suppose a local Toronto technology company wants to publish a piece about smart‑city innovations. They provide a draft article to our partnerships team, which reviews it for factual accuracy and ensures the “Sponsored” label is prominently placed. The company’s logo appears alongside the label, and a short disclosure explains the relationship. Our newsroom (editors like Catherine Roy, Hannah Walsh or Kevin Sullivan) is not involved; the piece does not affect our independent coverage of city hall or technology. If you read the article, you will see the sponsorship disclosure immediately — and you will know it is not a Toronto Post news article.
Who decides what sponsored content we publish?
Our commercial partnerships team evaluates sponsorship proposals, but final approval for publication rests with the Editor‑in‑Chief, Catherine Roy, who ensures the piece complies with this policy and does not mislead readers. No sponsor has any say in our editorial coverage, and our newsroom remains completely independent — overseen by Marc Tremblay, our Managing Editor, and our subject‑area editors.
If a sponsor attempts to influence a news story or demands that a particular topic be covered favourably, that request is refused. We will never accept sponsored content that contradicts our fact‑checking standards or that makes false claims. Our full Editorial Policy and Sources & Standards govern all independent journalism.
How is Toronto Post funded?
Toronto Post is owned and operated by Northern Beacon Media Inc., an Ontario corporation (Ontario Business Registry company number 1003194827). We are funded through display advertising, affiliate links, commercial partnerships, newsletter sponsorships and content licensing — all of which are disclosed on our Ownership & Funding page. Sponsored content and affiliate links are separate revenue streams, and neither ever determines editorial conclusions.
How do I enquire about sponsored content or contact the team?
If your organisation is interested in a sponsored partnership, please email sponsored@torontopost.org. For general enquiries about our policies, you can reach our editorial team via the Contact page. We aim to respond to all sponsorship enquiries within two business days.
In short
Sponsored content on Toronto Post is always clearly labelled so you can easily recognise it and distinguish it from our independent journalism. Our editorial independence is absolute, and no commercial partnership influences our news coverage or fact‑checking.