Wikipedia:Identifying blatant advertising

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Wikipedia is a popular and unique website due to its main purpose of being a completely free online encyclopedia for anyone to view and read, but also for its main principle allowing anyone, anywhere, to edit any of its articles and content. Additionally, Wikipedia allows anyone – after creating an account and becoming confirmed – to create and start new Wikipedia articles, as well as create and edit their own user and user talk space. While this completely open forum is the main purpose behind its popularity and diverse array of articles and content, these principles also make Wikipedia an easy target for the creation of articles and pages for the purpose of advertising, spam, and promotion. These creations not only degrade the quality of the encyclopedia, but are fundamentally against Wikipedia's policy as well as its founding principle of providing quality content that is both neutral and verifiable to everyone.

To easily combat the creation of blatant advertisements, any editor can tag the page for speedy deletion by adding {{db-spam}} to the top of it. Only pages that clearly constitute blatant advertising can be deleted under this process. Depending on the content, situation, and different circumstances that can occur, it can sometimes be difficult to identify and discern articles or pages that constitute blatant advertising and meet the criteria for speedy deletion – from those that are good faith attempts to write content that need to be improved, rewritten, or re-worded.

The ability to properly and consistently identify pages that constitute blatant advertising require experience and knowledge of the kind of behaviors, article content, and other signs to look out for as "giveaways". As a recent changes patroller, this is a very important skill to understand and become proficient with. Improperly tagging articles for speedy deletion as blatant advertising not only takes times away from administrators who have to review and decline the deletions, it can also drive new editors away from Wikipedia if they believe that their time and hard work spent writing an article was simply tagged as an "advertisement" with a notice left on their talk page, and without any sort of offer of assistance or feedback given to them to help them learn the rules and improve their writing. Knowing the difference between blatant advertising and a good faith creation that needs improvement, as well as the proper and consistent tagging of articles and pages for speedy deletion – will keep blatant advertising off of Wikipedia, and provide opportunities for new editors to expand their skills and become long-term contributors to the project.

Identifying blatant advertising

An important part of identifying pages or articles that are blatant advertising is to understand what blatant advertising is. Blatant advertising is an article or a page that's created, worded, and designed for the sole and intentional purpose of selling or promoting an idea, product, or service. The most common advertising that you'll find when patrolling new page feeds are pages created on behalf of an organization or company and with the purpose of selling a product, good, or service that it provides. While blatant advertising is usually created on behalf of companies and organizations, they can also apply to pages about people, websites, or the service or product as well. Examples include the creation of an article or page advertising someone's domain or website, or the creation of a page about a person that advertises his or her skills or job experience.

Advertising is not limited to only the article space. They are also frequently created on the creators' own user and user talk pages, and (occasionally) in other namespaces as well. When patrolling new pages or recent changes, you should not only keep in mind the nature and content on page itself, but also the username of the account that's creating it. A strong indication that the page's purpose is to advertise is the account's username being of the person or the company that it's attempting to advertise on behalf of.

Typical signs of blatant advertising

The list below describes the different usernames, locations, page or article content, and use of wording – that is typically associated with the creation of blatant advertising. Meeting one of the signs listed below does not mean that the page constitutes advertising. However, pages or articles that unambiguously contain content or behaviors that are listed on multiple items below will guide you with using common sense and establishing the likelihood that the page is eligible to be tagged for speedy deletion as blatant advertising.


Blatant advertising on behalf of a company or organization will typically contain some or all of the following traits:

  • It is created by an account with a username that matches the article title or the company that it is attempting to advertise on behalf of, and violates Wikipedia's username policy as a promotional username, or a username that implies shared use, or a position in a company or organization. ("CompanyName Marketing", "CompanyName Relations", or just "CompanyName").
  • It is created as a complete article that is either perfectly formatted to Wikipedia's manual of style by an inexperienced user in one edit, or is formatted consistently throughout but in a different manner or using a different style, language, or code - almost as if the user copied the entire text from somewhere else and pasted it into the edit window.
  • It refers to the company or organization in the first-person ("We are a company based out of Chicago", "Our products are electronics and medical supplies").
  • It refers to the customers of the company in the second person ("Acme Cleaning provides solutions that help you to manage your cleaning needs").
  • It describes its company principles, culture, or values in a positive or non-neutral manner. ("CompanyName believes in putting the customer first", "CompanyName is a friendly, local, family owned business for over 10 years").
  • It states or describes the company's mission regarding product quality or reliability, or a standard level of acceptable customer service ("CompanyName is an Organization that aims to provide the best electronics and medical supplies", "It's ranked number one in customer service for over 10 years").
  • It discusses the company's awards, achievements, and unique traits that make it stand out from their competition.
  • It clearly and unambiguously attempts to sell or promote a featured, new, flagship, or specific item or service offered by the company.
  • It lists or mentions all of the countries or locations that they provide or ship their products or services to.
  • It provides company contact or sales information for those to purchase the advertised product or service ("Contact us at 1-800-COMPANY for sales information")
  • It provides an external link to the company's online store, the product's feature or order customization page, company sales contact page or their list of authorized retailers and sellers.
  • Trademark or registered trademark symbols follow the company's name and/or their products.

Blatant advertising on behalf of a product, item, good, or service offered will typically contain some or all of the following traits:

  • It is created by an account with a username that matches the article title of the product, or a username representing the company that it is attempting to advertise the product on behalf of, and violates Wikipedia's username policy as a promotional username, or a username that implies shared use, or a position in a company or organization. ("CompanyName Marketing", "CompanyName Relations", or just "CompanyName").
  • It is created as a complete article that is either perfectly formatted to Wikipedia's manual of style by an inexperienced user in one edit, or is formatted consistently throughout but in a different manner or using a different style, language, or code - almost as if the user copied the entire text from somewhere else and pasted it into the edit window.
  • It refers to the company, organization, or the creator of the product or service in the first-person ("We are a company based out of Chicago", "Our products are electronics and medical supplies").
  • It describes the consumers of the product or service in the second person ("Acme Treadmills helps you to stay fit").
  • It positively describes the product or service and why it's important for people to know about or to purchase, enroll, join, or obtain it.
  • It speaks of the product's reputation in regards to originality, age, dependability, and customer satisfaction ("The original", "Number-one selling", "Highest rated")
  • It compares the product or service to those offered by others and describes this product's superiority or their competitions' product's inferiority.
  • It mentions notable people and claim that they purchase or use the product regularly.
  • It provides external URLs to the product's homepage, websites that promote and sell the product, or links to where to purchase or obtain it.
  • It lists or mentions all of the countries or locations that they provide or ship this products or services to.
  • Trademark or registered trademark symbols follow the company's name and/or their products.

Blatant advertising on behalf of a person (usually the creator writing about themselves) will typically contain some or all of the following traits:

  • It is created by an account with a username that matches the article title (the person's name).
  • It positively describes the person's life history and past - the person's youth and upbringing, unique talents they had as children or adolescents, "natural ability" and how their skills were developed quickly, or their intelligence and education.
  • It describes this person's educational career in-depth - typically by listing each school or university the person attended and the qualifications, certificates, deeds, awards, etc earned.
  • It describes this person's professional career or relevant experience in-depth - typically by listing each of the person's held roles, positions, job titles, elected seats, etc along with their responsibilities, accomplishments, and skills needed, and the date in which the person held the job.
  • It includes the person's short-term goals or desired outcomes that they're seeking - it would be worded similarly to that of one's resume.
  • It speaks positively about the person's personal life - family, volunteer work, beliefs, views, public image, donations to charities, etc.
  • The page content is formatted, styled, organized, or worded like a job resume.
  • It advertises the person's skills and experience and the work, projects, services, or leadership they would add to a group or team - usually for prospective employers, managers, or prospective customers or clients.
  • It provides their full personal contact information so that interested parties they're seeking to connect with can contact them.

Copyright and promotional text

It is common for employees to reuse previously published marketing materials when creating articles about their employer on Wikipedia. Wikipedia's terms of use do not allow this unless it is explicitly published under a compatible license. If an article is promotional in tone, it should also be checked for copyright violations. This can be done easily using Earwigs Copyvio Detector. Text that scores as low as 15% is often a copyright violation and might need to be removed and revision deletion requested. If an article requires a fundamental rewrite to remove the copyright violation and the promotional text, it should be tagged for speedy deletion under CSD G12 and CSD G11.

See also

References and footnotes