This usually provides the sponsor with prominent and exclusive exposure on a site, but it leads to questions regarding whether the content, particularly if it is commercial in nature, is editorial content or advertising. This is an important issue because the rules for editorial content differ from the rules for advertisements. In general, the FTC requires that advertisements be truthful and not misleading and be supported by sufficient substantiation, whereas editorial content is not subject to the same strictures. Another important issue in sponsorship deals is the ownership of the content if it is created for the sponsored page. A sponsorship agreement should also address whether the sponsor has any control over the rest of the content on the site and who gets revenue from advertising on the site.
Many web sites attract visitors by constantly providing new content.
But web site operators often lack the resources to create enough new content to fill their sites. A popular solution is to contract with outside content providers so that web sites have enough text, still images, streamed audio and video, stock quotes, news updates and software to keep web site visitors coming back. Web sites looking for content can license pre-existing content or content created specifically for the site directly from the copyright owner. Such an agreement should cover who owns the content and any limitations on its use, both during the term and after. Web sites negotiating for the right to use content usually want the maximum amount of flexibility so that the site, or its parent company, can use the content in many media and as the business changes.