How do we get our editorial and advertising policies to work well and play nice?

Advertising is not evil, right? Internet advertising is just one way for companies to communicate with potential buyers. And we as consumers appreciate those ads that let us know about a cool product or service we might want. Hey cool, a new organic coffee shop in my neighborhood! An upcoming open house at my favorite art gallery. A new book by my favorite author... Oh, right ... what about those other ads? The flashing ads. The dancing, sliding, morphing ads. The ads that appear out of nowhere, unwelcome, unsolicited in your email and right over whatever you were looking at. Or worse ... those ads that trick you. The ones that don't look like ads and draw you in thinking it's real unbiased information, advice, or endorsement, and it's really a sucker punch. Consumers are becoming more savvy -- and wary -- of online content. And as reputable businesses, we have to be more proactive to earn the trust of our online customers.

Transparency: The Best Policy

To establish your credibility and put your customers at ease, it helps to establish a strict editorial and advertising policy. Then post it on your Web site. Here are some guidelines to consider:

1. Label your advertisements and/or be sure they are clearly distinct and separate from your valuable content.
2. Be picky. Google knows contextual ads work best; that is, ads that are relevant to other content on the page are most valuable to consumers. Select advertisers that support your brand and place them on pages with relevant content for the most clicks.
3. Disclose any sponsors. If someone paid you -- in products, services, coupons, cash, whatever -- to write something, let your readers know, even if that sponsor didn't overtly influence the content.
4. Clear away doubts. If you tend to rave about a specific brand, and that brand does NOT sponsor you in any way, disclose that as well.
5. Partnerships and affiliations? Let your readers know about them. These business connections may or may not influence what you're saying or selling online, but it's best to tell your readers rather than have them find out and draw incorrect conclusions.

Transparency is one sure-fire way to earn the trust, respect, and loyalty of your online customers.