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30-second decision:

Does your content have brand payment, approvals, mandated CTA, OR whitelisting?

→ YES = Advertising → ‣ → NO = Editorial → Stay on this page

Use Ctrl+F / Cmd+F to find the decision tree or checklist section

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📌 Scope and Intent

This guideline covers:

ACTRA member content that is editorial/educational or self-promotional and does not meet the definition of advertising under the National Commercial Agreement (NCA)

Aligns with:

IPA/LBG/WiP where applicable, industry standards for paid partnerships when sponsorship enters

Not covered here:

Sponsored/paid brand content → Route to NCA Incubator

🚦 The Quick Decision Quiz

Answer these 4 questions:

  1. Is there payment or product-in-lieu?

    → YES = NCA Incubator

  2. Does a brand have approvals or mandate a CTA?

    → YES = NCA Incubator

  3. Will it be whitelisted/boosted?

    → YES = NCA Incubator

  4. All NO?

    → Stay on editorial path (DSP/LBG/WiP/IPA)

📋 Content Categories Covered

Editorial/Educational Creator Content