The Branded Content Governance Project presents a three-year international study examining how branded content practices evolve across media-marketing ecosystems. Through a 32-country analysis, the research maps the growing convergence between media, platforms, creators, agencies and marketers.
It identifies four major challenges: weak advertising transparency, risks to media integrity, the expanding communicative power of marketers, and reduced governance capacity among creators and practitioners. These issues are amplified by fragmented regulations that struggle to keep pace with hybrid content formats.
The project proposes key pathways for improvement, including a legal duty of advertising transparency and a more integrated, polycentric governance model. Together, these recommendations aim to strengthen clarity, accountability, and support across the rapidly changing media-marketing landscape.
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