What we mean by “sponsored content”
Sponsored content is any article, newsletter slot, banner or listing that an advertiser has paid The Daily Cairns to publish. It includes advertorials, paid partner posts, sponsored event coverage and any piece produced in collaboration with a commercial partner.
How we label sponsored content
- Every sponsored article shows a prominent “Sponsored Content” or “Promoted” badge above the headline, both on the article page and in any card or list where it appears.
- Sponsored entries in directories or guides show a “Sponsored” tag on the listing.
- Newsletter sponsorships are clearly marked “Sponsored” or “Presented by [Advertiser]” above the slot.
- We do not use ambiguous labels (such as “Partner”, “Featured” alone, or “Recommended”) to disguise paid content.
How sponsored content is produced
- Sponsors may suggest topics and review drafts for factual accuracy. Editorial control of the final published text rests with The Daily Cairns.
- Sponsored content must be lawful, truthful and not misleading. We will not publish claims that breach the Australian Consumer Law's prohibition on misleading or deceptive conduct (Competition and Consumer Act 2010, s. 18).
- We do not accept sponsored content for tobacco, illegal products, gambling targeted at minors, or anything that would mislead readers about a serious news event.
Independence of news coverage
A commercial relationship with The Daily Cairns does not buy favourable news coverage and does not shield a sponsor from independent reporting. Newsroom decisions about what to cover, and how, are made independently of the sales team.
Affiliate links and disclosures
Where an article contains affiliate links (links that may earn The Daily Cairns a commission if you make a purchase), we disclose this at the top of the article. Affiliate links never determine our editorial recommendations.
Corrections and complaints
If you believe a piece of sponsored content is mislabelled, misleading, or breaches this policy, please contact us via the contact page or use the “Suggest a correction” link at the bottom of any article. We aim to respond within two business days.