Policy · Updated 12 February 2026

Advertising and partnership policy

1. Clear separation

Plume separates advertising, partnerships, and independent editorial work. Readers should be able to understand what is paid placement and what is a publication decision.

Paid placements are kept visually and structurally distinct from articles, with a different layout, a label, and a separate page where possible. Editors do not write sponsored copy, and advertising staff do not edit articles. Where a partner supports a project, such as a series on sleep, the support is described at the top of the series and does not give the partner any say over the content. A reader should be able to tell, without effort, who paid for what they are reading.

Plume does not publish advertorials that imitate an article, and it does not allow advertising inside the body of an editorial piece. A sponsored page uses a different heading style from articles and states at the top that it is paid content. Where a partnership funds a report or a guide, the editorial desk keeps control of wording and conclusions. If a partner asks for changes to an article, the request is declined and the article remains as published.

(a) Articles: independent editorial decisions.
(b) Advertising: labelled and separate.
(c) Partnerships: described at the start of the relevant series.

2. No deceptive claims

We do not knowingly publish guaranteed, cheapest, cure, or limited-time claims for health products. Advertising must not exploit fear, shame, medical anxiety, or a reader’s vulnerability.

Examples of claims that are not accepted include promises of a medical result, comparisons that claim one product outperforms all others, before-and-after claims about the body, fear-based messaging about ageing, and any wording that implies urgency or scarcity. Advertisers must be able to provide evidence for factual claims if the editorial desk asks. Placements that do not meet this standard are declined or removed. Plume reviews the wording of both the advertisement and the page it leads to.

Wording that Plume does not accept in advertising includes promises of a quick fix, claims of superiority over competitors, claims that a product resolves a medical condition, and countdowns or stock counters. Testimonials that cannot be verified, or that show a person’s body as proof of a result, are also declined, as is wording that appeals to a reader’s fear of ageing or loss of ability. Advertisers are asked to describe a product or service factually, including what it is, what it costs, and any conditions that apply.

(a) No medical claims.
(b) No before-and-after imagery.
(c) No urgency or scarcity wording.

3. Identification

Paid material should carry a clear label such as Advertising, Sponsored, or Partnership. Labels should be visible near the content and understandable without hovering or opening another page.

Labels use plain English such as Advertising, Sponsored, or Partnership, appear in text and not only as an icon, and keep sufficient contrast with the background. The label is placed above or next to the content and stays visible on small screens. When material is created in cooperation with a partner, the page names the partner and describes the relationship in one or two sentences. Labels are not removed once a campaign has begun.

The label is part of the page, so it is announced by screen readers and is not removed by changing a display setting. On pages where more than one paid element appears, each one has its own label. Labels are reviewed at the start of each campaign and at each renewal. Plume does not use formats that blend with editorial content to the point that the difference is hard to see.

(a) Advertising: paid placement by an advertiser.
(b) Sponsored: content supported by a sponsor.
(c) Partnership: a project carried out with a named organisation.

4. Health categories

Potentially sensitive health products and services receive additional review. A placement does not mean a product is safe, effective, clinically appropriate, or endorsed by Plume.

Categories that receive additional review include products or services related to health, diet, sleep, mental wellbeing, and fitness equipment. Plume does not accept advertising for prescription medicines, restricted products, or services that make medical claims. A placement in these categories is checked for legal compliance under Indonesian rules, including requirements for registration with the relevant authority where applicable. Approval of a placement is not an assessment of the product itself.

Placements in health-related categories require the advertiser to provide registration details where the product or service is regulated in Indonesia, for example a BPOM registration number for products under that agency’s authority. Services provided by professionals are checked for the licence of the professional where applicable. Plume does not assess the quality of a product, and approval means only that the placement met the rules on this page. Categories the desk does not accept include prescription-only products, products making medical claims, and anything restricted by Indonesian law.

(a) Registration details checked where applicable.
(b) Professional licences checked for services.
(c) Copy and destination page reviewed for health claims.

5. Review process

Proposed advertising is reviewed for legality, clarity, destination quality, and compatibility with our editorial standards. We may decline material that cannot be substantiated or would confuse readers.

The review checks the identity of the advertiser, the accuracy of statements, the destination page, the privacy practices of that page, and whether the creative is suitable for an adult reader. Reviews are normally completed within 10 working days of receiving full information. A decision to decline is communicated with a short reason, and an advertiser can resubmit a revised version. Decisions are recorded so that similar cases are handled consistently.

(a) Advertiser identity and registered business details.
(b) Evidence for factual statements in the copy.
(c) Content and privacy practices of the destination page.

The review is conducted by two members of the desk, one of whom has no commercial role, and each reviewer records a decision and a reason. A placement that has been approved can be reviewed again if a reader complaint is received or if the destination page changes. An advertiser may be asked to supply updated information at renewal.

(d) Review is repeated at each renewal.
(e) Destination pages are re-checked at least every 90 days while a placement runs.

6. Audience protection

We do not intentionally target children or create audiences based on sensitive health conditions. We aim to avoid copy that pressures readers to purchase immediately.

Plume excludes audiences defined by health conditions, financial difficulty, or other sensitive characteristics, and it does not run targeting based on a reader’s browsing across other sites. Content aimed at children is not accepted. Placements should not use countdown timers, pop-ups that block reading, or pressure-based wording. A reader’s choice to decline cookies does not reduce access to articles.

Advertisers are asked to confirm that their material is suitable for an adult readership. Exclusions also cover audiences defined by their health status, debt, or personal circumstances. Pop-ups, automatic sound, and elements that follow the reader down the page are not permitted. Readers can always read a page without making a purchase or sharing information.

(a) No audiences based on sensitive health conditions.
(b) No pop-ups or automatic sound.
(c) No pressure wording at the point of reading.

7. Data

Advertising partners do not receive private editorial correspondence from Plume. Cookie and technical information is handled according to the Privacy and Cookies policies.

Plume does not give partners the names, email addresses, or messages sent to the editorial desk. Partners may receive summary information, such as the number of readers who viewed a page, in aggregate form that does not identify individuals. Any technical tag from a partner would be listed in the Cookies policy before use and loaded only after consent. Data sharing arrangements are set out in writing.

Summary reports provided to partners show totals, such as the number of page views in a month, and omit any information that could single out a reader. Partners are asked in writing not to combine the data with other sources to identify individuals. A request from a partner for more detailed data is declined unless it has a clear legal basis and is described in the Privacy policy. At the end of a partnership, the partner is asked to delete any data it holds that originated on Plume.

(a) Provided: aggregate totals.
(b) Not provided: names, email addresses, or messages.
(c) Tags: listed in the Cookies policy and loaded only after consent.

8. Complaints

Readers may report a misleading or unclear placement through contact.php. Include the page address, the claim, and why it appears inaccurate or insufficiently labelled.

A complaint is acknowledged within 5 working days, and the editorial desk aims to respond within 20 working days. During the review, the placement may be paused. The reader is told what was decided and why. Concerns about the way an advertiser handles personal information can also be directed to the relevant Indonesian authority. Reports can be sent without giving a name, though a contact method is needed to receive a reply.

Complaints are handled by an editor who did not approve the placement, and the reader receives a written decision that explains the outcome. If the complaint concerns a regulated product, Plume may refer the matter to the relevant authority with the reader’s permission. Where a placement is removed, the complaint record states the date of removal.

(a) Acknowledgement: within 5 working days.
(b) Decision: within 20 working days.
(c) Records: kept for 24 months.

9. Corrections

If an advertising statement is found to be materially misleading, Plume may pause, amend, or remove it and record the decision internally.

Where a statement is found to be misleading, Plume may ask the advertiser to correct it, pause the placement, remove it, or end the relationship. A note is added where an advertising statement was visible for a significant period and might have influenced a reader’s decision. Records of decisions, including the date and reason, are kept for 24 months. A repeated breach leads to the end of the partnership.

Corrections to advertising statements are made through the advertiser, and Plume does not alter an advertiser’s text without agreement. If an advertiser refuses to correct a statement, the placement is removed. Where a sponsored page remains online during a review, a notice says that the statement is under review. Readers who contacted Plume about the placement are told of the result.

(a) Pause while the review is in progress.
(b) Amendment or removal after the decision.
(c) Record of the decision and the reason.

10. Date and contact

This policy was reviewed on 12 February 2026. Contact Plume at Jalan Melati 15, RT.002/RW.005, Cilandak Barat, Jakarta Selatan, Daerah Khusus Ibukota Jakarta 12430, Indonesia, or +62 812 5558 7643.

Revision log: 12 February 2026, added details on labelling, excluded claims, health category review, response times, and record keeping, with the original statements retained. Partners and readers can request the current version of this policy at any time, and the date shown will be updated whenever it changes.

Advertisers and partners can write to the editorial desk at the address above or through contact.php, where a confirmation message is shown after sending. Enquiries are acknowledged within 5 working days, and Plume replies in English.

Additional log entry: 12 February 2026, added detail on sponsored page design, excluded wording, label standards, regulated categories, review repetition, audience exclusions, partner reports, complaint handling, and corrections.