To further our objective of making high-quality information and tools available to our members and the clients they serve, NAELA accepts advertising and sponsorship under strict guidelines. NAELA’s advertising vehicles, such as NAELA News and its website, can offer a wide range of advertising opportunities, from full-page and proportional ads to banner ads to sponsorships. These opportunities may be customized to meet a particular sponsor’s or product's branding strategy. Advertising and sponsorship revenue will support NAELA’s services on behalf of members.
NAELA will refuse any advertisement that is incompatible with its mission. The presence of an ad on its website or in its publications does not endorse the advertised company or product. Advertisers and sponsors may not make unsubstantiated claims or suggest that NAELA has endorsed a product. Advertising will not be targeted to individual users, but it may be placed on the website or in a publication adjacent to content related to advertiser or sponsor interest.
Definition of Advertising
Advertising means offering print or online space to promote or market any trade, business, service, facility, or product. Advertising includes messages that contain qualitative or comparative language, price information or other indications of savings or value, an endorsement, or an inducement to purchase, sell, or use any company, service, facility, or product. Net income from advertising revenue (i.e., advertising revenue less related expenses) is currently subject to federal Unrelated Business Income Tax (UBIT).
All advertising content on NAELA websites or in NAELA publications must be easily identifiable or clearly labeled as advertisements.
Example notice above online advertisement banner or ad:
ADVERTISEMENT
Definition of Sponsorship
Sponsorship means accepting a contribution from a business or commercial enterprise in exchange for a printed, online, or other acknowledgment that is limited to only the business name, logo, address, telephone, and/or internet address. Sponsorships are the financial or in-kind support of an activity and are not subject to federal Unrelated Business Income Tax (UBIT).
Sponsored publications or areas of the website must be labeled as such, and the sponsoring organizations must be readily identified.
Example notice above online sponsorship banner:
SPONSORED
or “This program is proudly sponsored by “COMPANY NAME,” maker of PRODUCT OR SERVICE” or “COMPANY NAME AND TAGLINE” with LEARN MORE link to landing page with more descriptive content about the sponsor’s service. The landing page can have a link to the corporate sponsor’s website home page.
Advertising and Sponsorship Criteria
(Criteria subject to change without notice.)
Advertising/Sponsorship content that may be allowed in a publication or on the website, provided certain criteria are met:
- Corporate image advertising or corporate sponsorship
- Non-medical or non-health-related consumer products and services
- Consumer products with a potential health connection
- Fitness products or services
- Medical products or devices
- Financial assistance services
- Providers of reverse mortgages/life settlements
- Legal service providers or networks
- Elder referral services
- Home health and home care providers
- Senior housing providers
- Pharmacies and pharmaceutical companies
Advertising content that is not permitted in a publication or on the website unless approved by NAELA staff includes:
- Over-the-counter medications
- Prescription drugs approved by the Food and Drug Administration (FDA)
- Alcohol
- Tobacco products
- Firearms/weapons
- Fireworks
- Pornography
- Gambling/lottery
- Political ads
- Religious ads
- Comparative advertising (i.e., no mention of competitive brand names within an ad)
- Hatred; violence; harassment; racism; sexual, religious, or political intolerance; or organizations with such views
- Content that's likely to shock or disgust
- Content that's exploitative or appears to unfairly capitalize at the expense of others
Advertising formats that are prohibited on the website include:
- Surveys
- Ads that have forms within them to collect personally identifiable information
Advertising/sponsorship criteria that must be met to allow the company to advertise/sponsor include:
- No implication of endorsement by NAELA of product or advertiser may be made unless approval is expressly granted in writing by NAELA.
- Advertisement must not make a health claim for its product or service that is not clearly substantiated. Advertisers may be required to submit supporting documentation to substantiate claims.
- All advertisements must be clearly germane to elder care, special needs or transition support services.
- All advertisements must clearly and prominently identify the advertiser by trademark or signature.
- Advertising must be clearly distinguishable from any editorial content.
- Advertising copy must be factual and in good taste.
- The advertisement, advertising icons, and company logos must be displayed in such a way that they clearly are not part of the NAELA publication or website content.
- NAELA retains final approval of all sponsor/product messages, banners, and advertising copy that are directly linked or adjacent to the content. This includes verification of advertisement content and placement before it is produced for the publication or on the website.
- NAELA reserves the right to reject, cancel, or remove at any time any advertisement from NAELA publications or websites for any reason. In such a case, NAELA will provide prompt notice to the advertiser, along with an explanation. NAELA also reserves the right to determine the appropriate placement of the advertisement on the website and in the publication unless the advertiser has purchased a special placement.
- For advertising that promotes educational opportunities, the events cannot fall within 60 days of a NAELA national program or within the promotion period of NAELA’s own education opportunities.
- Collecting and selling of mailing lists without the user’s expressed permission is not allowed.
- The full rules for any market research or promotion must be displayed or linked to.
- Advertisers and agencies cannot collect any personally identifiable information from NAELA.org visitors or place any cookies, applets, or other such files — if those files transmit any personally identifiable information to the advertisers or agencies — on computers of NAELA.org visitors who do not visit advertisers' sites by clicking on their ad banners.
- Advertisements must not place a NAELA member into a potential conflict of interest nor create an appearance of or actual violation of a law or contractual promises.
- Advertiser links to other websites cannot prevent a user from easily returning to the NAELA website and can only link from a window with a landing page of descriptive information off the advertisement.
- Advertiser links must not link directly to pages or sites containing pricing or purchasing information.
Editorial and Style
NAELA requires that all advertisements meet high professional and editorial standards. Advertising must be:
- Clearly written;
- Professional in appearance and content and use correct and appropriate spelling, punctuation, and capitalization;
- Follows the Associated Press Stylebook unless variance is expressly permitted by NAELA; and
- Links lead to content that is relevant and this content also meets NAELA's Advertising and Sponsorship Policy.
These guidelines provide general guidance. They are not inclusive or exhaustive and are subject to change at the discretion of NAELA at any time.