Money can purchase clearly labelled exposure. It cannot purchase factual verification.
What businesses may purchase
Paid opportunities may include featured directory placement, enhanced profile presentation, display advertising, newsletter sponsorship, sponsored stories, marketplace visibility or campaign packages. The exact deliverables and commercial terms are agreed separately.
How paid material is labelled
Advertising and sponsored content should use clear, prominent language such as “Advertisement,” “Sponsored,” “Paid partnership” or “Presented by.” A disclosure should appear where readers will notice it before or as they engage with the commercial message.
Editorial safeguards
- Sponsors do not receive Verified status through payment.
- Sponsored content cannot make false or misleading claims.
- Independent reviews and rankings are not sold as disguised advertising.
- Material connections, including payment, gifts, travel or free products, are disclosed where relevant.
- Wholly Canada may reject advertising that conflicts with its standards or audience trust.
Canadian advertising guidance
The Competition Bureau advises that material connections should be disclosed clearly and that representations must not be false or misleading. Our labelling approach is intended to follow those principles.
Competition Bureau: Influencer marketing and the Competition Act
Questions and proposals
Contact us for commercial opportunities. Editorial concerns about sponsored material can be submitted through the same contact page.