GlossaryLinks
rel=sponsored
Also called: Sponsored attribute
The sponsored attribute marks a link as paid or part of an ad or sponsorship, which is what Google asks publishers to use for such links.
rel=sponsored is a link attribute introduced by Google in 2019. It tells search engines the link was paid for, or is part of an advertising or sponsorship deal. Google's guidance is to use it for paid placements, with nofollow as an acceptable alternative.
The rule is aimed at links that exist because money changed hands. Google has said that buying links to pass ranking signals breaks its spam policies. In practice, many publishers mark paid links sponsored, while editorial links they chose on merit carry no tag. Where the line sits for outreach with some cost involved is debated.
Practical point: be honest with yourself about what you're buying. If a placement is clearly an ad, expect the sponsored tag and treat the value as exposure and referral traffic. Ask any provider how they handle disclosure, and check the live link attributes rather than relying on a promise.
Links you can check.
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