Partner Content guidelines

Introduction

Regardless of format, topic area or region, Partner Content must uphold the FT’s priority of remaining honest, accountable and professional. We won’t publish anything that is inherently untruthful; and all claims/statements must be substantiable with reference to authoritative independent evidence.

Partner Content engages clients and audiences via fresh insight, emotional engagement, trusted sources and professional or personal relevance. Content should have clear goals from the outset, be up to date yet evergreen, and put the audience first. Content should feel native to the FT in terms of style and tone, and aim for a degree of balance. The FT has the right to reject content that does not meet our standards.

Achieving balance

In the interests of upholding FT values and meeting reader expectations around credibility and quality, content should aim for a balance of opinions, especially if green claims are being made, even indirectly.

Accuracy

FT Commercial is committed to achieving due accuracy in all its output; this is fundamental to our reputation and the trust of audiences. Statements, statistics and data must be substantiated and sourced as follows:

  • Use independently verifiable, authoritative sources
  • Link to sources in text or give URLs in graphics
  • For environmental claims, be aware of ASA regulations
  • All written content is to be factchecked at subbing stage
  • Quotes must be attributed to a verifiable individual. Clients may choose to attribute internal quotes to roles of their choosing
  • For video content, statements and claims must still be accurate and verifiable

Gen AI

Generative AI is a broad label used to describe any type of artificial intelligence that can be used to create new text, images, video, audio or code.

Gen AI produces written content containing inaccuracies, falsehoods and unsubstantiable claims. The material can be outdated and has no authority or integrity in terms of ownership. While guidance is evolving, our initial stance should be to restrict use.

Clients are not encouraged but permitted to use gen AI to produce their own content without notifying the FT, provided it meets all other content creation guidelines and requirements. Clients are fully liable for all content produced and published and indemnify the FT via signing our Term Sheet.

Co-created: our partners are required to notify the FT on the use of gen AI for both research and final text. We do not permit the use of gen AI to research articles or produce draft/final text for clients, whether created by FT Studio, a trusted agency partner or a freelancer.

Gen AI may not be used to create images or video/audio content. Use of third-party imagery created by generative AI is not actively encouraged but it may be permissible if the image is deemed low-risk. Images must fit the criteria of our Partner Content specifications, and the strict approval process must be followed.

Greenwash risk

Greenwashing misleads consumers and stakeholders by presenting a company's environmental impact in an overly positive light or by making false or potentially misleading claims about the environmental or social benefits of a product/service. It can damage reputations, erode trust and expose companies to lawsuits or regulatory actions.

Partner Content is subject to ASA regulations and, as such, must conform to specific greenwashing guidelines. The key points are as follows:

  • Content must not mislead or potentially mislead audiences.
  • Claims and statements must be clear, specific and substantiable, and the broader the claim, the stronger the evidence required.
  • Balancing information is required, ie: an oil and gas company with some investment in renewable energy must be referred to as such within the content.
  • Future initiatives are not reliable in terms of green claims.
  • Avoid vague terms, including “net zero”, “energy transition”, “green”, “low-carbon” and similar. OK to refer to sustainable initiatives or infrastructure if these are specific.
  • If in any question at all regarding greenwash or overall integrity of content, have a specific conversation about it with EP and/or Creative Strategy as required.

DEI

The FT is committed to creating a representative and inclusive culture, reflected in our outputs, as well as our operations. Diversity should be a guiding factor in image selection, quotes, third party and video participants and so on, and at pitch, synopsis, V1 and marketing stages, with producers taking responsibility for elements received from others.

Please ensure:

  • Equal number of male/female quotes within an article; or participants in video.
  • Diversity in image selection.
  • Storylines / scripts do not perpetuate or conform to a particular narrative according to cultural or gender stereotypes.
  • Individuals quoted or interviewed within articles/videos do not conform to a particular narrative according to cultural or gender stereotypes.
  • In any content or promotion, protected classes are not deliberately or accidentally underrepresented.

Please avoid:

  • Reinforcing stereotypes and/or cultural assumptions.
  • Overcorrection. For example, all-female or all minority ethnic images/campaigns (unless a requirement).

Ethical framework

We won’t publish content that discriminates, misrepresents or misleads. Content must not paint in a positive light any illegitimate or unsubstantiated progress towards equality, freedom and safety for any:

  • Racial, ethnic, national and religious community
  • Gender, sex or sexual orientation
  • Any other minority group who has faced discrimination in law and/or practice

Content must not suggest any favourable advancements in or intentions towards human rights issues that cannot be substantiated. Content must not reference political activities, democratic or otherwise, that are contestable or falsified.