rel="sponsored" vs nofollow: which should paid links use?
One small attribute keeps a paid link within Google's rules. Here's which one to use.
Facts checked 29 Sep 2026 · by the AdSworn team
Use rel="sponsored" on paid links: ads, sponsored posts and paid placements. Google's guidance says nofollow was the earlier recommendation and is still acceptable, but sponsored is preferred. Use rel="ugc" for user-generated links like comments, and nofollow when neither applies. Values can be combined, for example rel="sponsored nofollow".
The three values
| Value | Use it for |
|---|---|
| rel="sponsored" | Advertisements and paid placements (paid links). Google's preferred value for paid links. |
| rel="ugc" | Links in user-generated content, such as comments and forum posts. |
| rel="nofollow" | When other values don't apply and you'd rather Google not associate your site with the linked page. |
How to add it
In HTML: <a href="https://example.com" rel="sponsored">. Most site builders let you set it when editing a link; if yours doesn't, ask your theme or plugin to support it.
On AdSworn, every ad link carries rel="sponsored" automatically, and every ad is labelled "Ad" or "Sponsored".
Why it matters
Google's spam policies list buying or selling links for ranking as link spam, including advertorials where payment is received for articles with links that pass ranking credit. Marking the link sponsored keeps an honest sponsorship honest.
Straight answers
Should sponsored posts use nofollow or sponsored?
Sponsored. Google says nofollow is still acceptable for paid links, but sponsored is preferred.
Can I use both?
Yes. Google allows multiple values, such as rel="sponsored nofollow".