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Publishers signify branded content on their sites through disclosures. Most national advertising bodies require the disclosure of advertising. And generally the guidelines are that a ‘reasonable person’ can assess and understand if it is advertising.
Wording you should look for, is paid content, branded content, custom content, partner content, paid for by – and accompanied by a brand. And usually their logo.
It is not in the interest of the publisher nor the brand to hide the fact that it is advertising. As to drive brand results or any business results, the consumer needs to know who to attribute that value to. If no brand is associated, the content has driven value for the advertiser.
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