Key Findings: Branded Content Governance Project

As media and marketing merge and new forms of marketing communications proliferate, are regulations, guidance and best practice keeping pace? That has been the focus of a three-year international research project, the Branded Content Governance Project (BCGP), 2022- 2025. The project has investigated how branded content practices and media-marketing integration are addressed in law, regulation and broader forms of governance.

The central aim has been to provide research-led insights and recommendations for managing and regulating branded content and communications in the digital age. This document indicates the scope of work and shares key findings and proposals for better governance.