Google is fighting to rid Google News of sponsored content, articles paid for and/or created by advertisers that look like traditional editorial content, but come laced with a marketing message. The search giant has warned publishers recently to keep these articles — also referred to as branded content or native advertising — out of Google News, saying it's "not a marketing service." And Google has reason to keep its eyes peeled: Sponsored content is growing increasingly popular, as web publishers search for new ways to bring in revenue. Spending on it rose by 56 percent in 2011, and by another 39 percent in 2012.
Branded content is "one of the most promising lifelines for beleaguered publishers," says Jeff Bercovici at Forbes. Google shouldn't just yank it away. Publishers already have enough to worry about trying to stay afloat in a struggling industry. Instead, the company should let Google News users vote with their clicks, deciding which bits of paid content are legit, and which aren't.
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