rel="sponsored" is an HTML link attribute that tells Google a link is part of an advertisement, sponsorship or another compensated arrangement. Google recommends it for paid placements. The older rel="nofollow" is also acceptable for identifying sponsored links, but sponsored is more specific.
For publishers, marketers and site owners, this distinction matters. Earning money from sponsored content isn't automatically a violation of Google's policies; the risk arises when paid links are used to manipulate search rankings without appropriate qualification. Google's spam policies explicitly distinguish appropriately qualified advertising links from link spam.
Use rel="sponsored" on the actual clickable <a> element when a link exists because of payment, sponsorship, free goods or another commercial arrangement. Disclose advertising to people as required, too: a link attribute is not a visible advertising disclosure.
What does rel="sponsored" mean?
An HTML link can contain a rel attribute describing its relationship to the destination. The value sponsored marks advertising-related or compensated links for Google's systems. It doesn't change where the link points, prevent users clicking it, or display a sponsored badge on the page.
<a href="https://example.com/product" rel="sponsored">View the sponsor</a>This is particularly useful for sponsored articles, advertorials, affiliate links, paid product placements and other commercial links. Google's official outbound-link documentation is the primary reference.
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When did Google introduce sponsored links?
On 10 September 2019, Google announced two new link values: sponsored and ugc, adding to nofollow, which had been introduced in 2005. The change let publishers describe different link relationships more precisely. Google's original announcement also explained that all three attributes would be treated as hints for Google's analysis of links, rather than simple absolute switches. For crawling and indexing, nofollow became a hint from 1 March 2020.
The September 2019 change is logged in our interactive SEO evolution timeline, alongside the earlier nofollow introduction and every other major link-policy shift since 1998.
Sponsored vs nofollow vs UGC vs normal links
| Link type | Best use | Google guidance | Example |
|---|---|---|---|
rel="sponsored" | Advertisements, paid articles, affiliate and sponsored links | Preferred for paid links | Paid brand mention |
rel="nofollow" | Links you don't want to endorse; also an acceptable paid-link qualifier | Acceptable for paid links | Unendorsed reference |
rel="ugc" | Links placed by users | Recommended for user-generated content | Forum reply or comment |
No rel qualifier | Ordinary editorial links | No qualifier necessary | Independent source citation |
One link can carry multiple relevant values, such as rel="ugc sponsored" if a user-generated link is also sponsored. Don't mark every outbound editorial citation as sponsored merely because it points to another company.
Interactive: choose the correct link attribute
Choose the actual relationship between your page and the destination. The generator below produces copyable HTML and a short explanation. It is an educational aid, not an automated compliance determination.
Link Attribute Generator
Educational aid only — the correct attribute depends on the real relationship behind each link, not on this tool's suggestion.
When should you use rel="sponsored"?
1. Sponsored posts and advertorials
If a brand pays a publisher to publish an article containing a link to the brand, qualify the link as sponsored (or nofollow). This applies even when the article is beautifully written, relevant and useful to readers. Good editorial quality does not turn a commercially placed link into an independent endorsement.
2. Affiliate marketing
When a publisher may earn a commission from purchases made through a link, rel="sponsored" is the clearest fit. A visible affiliate disclosure may also be required under relevant advertising and consumer-protection rules.
3. Product reviews involving compensation
A free product, service or other benefit supplied in exchange for a post with a link can create a compensated arrangement. Qualify links arising from that arrangement; separately disclose the relationship to readers as required.
4. Paid placements in existing content
Adding a paid link to an already published article doesn't exempt it from the rules. The commercial nature of the placement, not the age of the page, determines whether qualification is needed. Our link inserts guide covers how placements inside existing articles work in practice.
5. Ordinary unpaid editorial links
When an author independently cites a useful external source without compensation, a normal crawlable link is appropriate. Google's link best-practices guidance encourages relevant, contextual links to external sources where they help readers.
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Does rel="sponsored" pass PageRank or help SEO?
Do not sell or buy a sponsored link on the promise that it passes ranking credit. Google's stated purpose is to identify commercial links so they aren't treated like ordinary editorial endorsements. Google says sponsored, ugc and nofollow are hints, not guarantees about every internal ranking calculation. No publisher can reliably promise a specific PageRank effect.
A paid campaign can still have legitimate benefits beyond link equity: referral traffic, exposure to a relevant readership, product awareness and direct conversions. These outcomes depend on the audience, placement and content — not on a promise of rankings.
What happens if you forget to qualify a paid link?
An incorrectly marked paid link is not proof that Google will automatically penalise a website. However, Google's spam policies identify links bought or sold primarily to manipulate ranking signals as link spam, and non-compliant sites may experience a manual action or algorithmic impact. Google's published policy says advertising and sponsorship links are allowed when appropriately qualified with sponsored or nofollow.
For publishers, the sensible workflow is straightforward: identify compensated links, apply appropriate attributes in the rendered HTML, add visible sponsorship disclosures where required, and preserve editorial control. Publishers considering commercial partnerships can also review the iNet Ventures publisher programme, which explains its submission, pricing and editorial processes.
How to add sponsored attributes correctly
Raw HTML
<a href="https://example.com/offer" rel="sponsored">Sponsor offer</a>WordPress
In the block editor, select the linked text, open the link's advanced settings if your editor or plugin provides them, and check whether a sponsored relationship can be added. The exact interface varies by WordPress version, theme and plugin. If needed, edit the link HTML directly and confirm that the saved page outputs rel="sponsored".
React / Next.js
<a href="https://example.com/offer" rel="sponsored">Sponsor offer</a>For a Next.js external link, a normal HTML anchor is sufficient. If a CMS controls link attributes, ensure its renderer preserves rel values in the final HTML. If the link opens in a new tab, you can additionally use rel="noopener noreferrer sponsored" as appropriate.
Sanity and other CMSs
Store whether a link is sponsored in the content schema or annotation, then output the corresponding attribute in your frontend. A simple text field labelled "sponsored" that never reaches the <a> element is not sufficient: check the rendered page.
Seven common mistakes to avoid
- Applying
rel="sponsored"to an article container instead of the actual link. - Assuming a visible "Sponsored" label automatically qualifies the HTML link for Google.
- Assuming
rel="sponsored"automatically provides the visible advertising disclosure required by law. - Using
rel="ugc"alone on a link that is also paid, rather than qualifying the commercial relationship. - Promising that sponsored links pass PageRank or guarantee ranking improvements.
- Removing sponsored attributes because the article is relevant or editorially reviewed.
- Using the attribute as a substitute for substantive editorial review, accurate claims and audience relevance.
A sensible policy for publishers
Before accepting a sponsored contribution, document the advertiser, compensation, article topic, required disclosure, link destinations and editorial approval. Check whether claims need evidence and whether the linked sites are appropriate for your audience. You should be able to reject a brief that undermines your publication's standards.
For related context, see iNet Ventures' guide to broken link building, which covers obtaining relevant editorial references, and its expert quote link-building guide, which explains another route to independent media coverage. Those are different from a paid link placement, and it's useful to distinguish the two.
Frequently asked questions
Is rel="sponsored" mandatory for every external link?
No. It is appropriate for advertising, sponsored and other compensated links, not for ordinary independent editorial citations. Google also accepts nofollow for paid links.
Is nofollow still allowed for sponsored links?
Yes. Google explicitly says nofollow remains acceptable; sponsored is preferred because it more precisely describes the relationship.
Can I combine sponsored and nofollow?
Yes. Multiple space-separated rel values are valid, for example rel="sponsored nofollow". For Google's purposes, sponsored alone is normally sufficient to describe the paid relationship.
Does rel="sponsored" block indexing?
No. It qualifies a link relationship; it is not a reliable way to prevent the destination or your own page from being indexed. Use the appropriate indexing controls where that is your goal.
Does Google penalise sponsored content?
No automatic penalty follows simply from publishing sponsored content. Google's link spam policy permits advertising and sponsorship links when appropriately qualified. Other spam rules and content-quality considerations can still apply.
Can sponsored links generate traffic?
Absolutely. Readers can still click a sponsored link, and referral visits or sales may result. The attribute is about how Google interprets the link, not whether humans can use it.
Should I edit old sponsored articles?
If existing paid links are unqualified, reviewing them and adding appropriate attributes is sensible. Google has said existing nofollow-qualified sponsored links do not need converting to sponsored.
Official sources and further reading
- Google Search Central — Qualify your outbound links (primary implementation reference).
- Google Search Central — Evolving nofollow (10 September 2019) (original announcement and hints explanation).
- Google Search Central — Spam policies (paid link and advertorial policy).
- Google Search Central — Link best practices (HTML linking and editorial citations).
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Last reviewed: 18 October 2026. This guide describes Google's published Search guidance and does not replace legal advertising-disclosure advice.
