Content funding on Walks Around Britain - Walks Around Britain

Go to content


Content funding on Walks Around Britain

Walks Around Britain produces a variety of content with funding from outside parties.  These sources of revenue allow us to continue to offer the Walks Around Britain webiste free of charge so everyone can discover the benefits of walking.  The presentation of the content makes clear how the content has been commissioned and produced, and who has funded it.

One of three labels will appear on this content:


  • "Supported by" or "Sponsored by"
  • "Advertorial Feature"
  • "Advertiser content" or "Paid content/paid for by"
"Supported by" or "Sponsored by"
"Supported by" or "Sponsored by" are used to describe editorially independent content which has been made possible by a commercial sponsor.  These features are written or commissioned by Walks Around Britain's editorial team, and could be either new content or content we are already producing.  

The commerical sponsor whose branding appears on editorial content may have a role in suggesting what kind of topics are covered, but the commissioning editor is not obliged to accept ideas from the funder.  In additional, the commercial sponsor has no control over or sign-off on the final article.

There might be boxouts linking to products made by the sponsor, but they will be clearly marked, and the article itself won't contain any overt product messaging.
"Advertorial Feature"
"Advertorial Feature" is used to describe editorially independent content which is designed to be advertise a particular product or company and has been paid for by them, but which have been written by Walks Around Britain's editorial team.  The commercial company has no control or sign-off on thefinal feature.  They are subject to regulation by the Advertising Standards Authority in the UK, the Federal Trade Commission in the US and the Advertising Standards Bureau in Australia.
"Advertiser content" or "Paid content/paid for by"

"Advertiser content" or "Paid content/paid for by" is used to describe advertisement features that are paid for and controlled by the advertiser rather than Walks Around Britain and are subject to regulation by the Advertising Standards Authority in the UK, the Federal Trade Commission in the US and the Advertising Standards Bureau in Australia.  This content is created by the advertiser themselves and hosted by Walks Around Britain and does not involve Walks Around Britain staff.

About Us

Join us for short walks and walking info from Britain's leading digital walking destination
Walking routes, information, walking festivals, gear reviews
on the website, social media, podcast, DVD and television.
Back to content