Post By: Christopher Andrew
Press releases are often written to inform journalists, customers and investors, but their online versions can also include links to a company’s website. The words used for those links—known as anchor text for press releases—may affect how readers understand the link and how search engines interpret it. There is no single Indian statute prescribing the wording of an ordinary hyperlink. However, a misleading claim, undisclosed paid placement or unauthorised use of another party’s name can create legal and reputational risk.
What anchor text does
Anchor text is the clickable wording attached to a hyperlink. For example, a link labelled “read the product safety notice” tells a reader more than a generic “click here.” A practical guide to anchor text can help communications teams understand how link wording works online, but legal review should also consider what the surrounding release says and who is publishing it.
In a press release, the label should describe the destination accurately. If a link leads to a company’s annual report, calling it “download the annual report” is clear. Calling it “independent proof that our product is the safest” may be problematic if the destination does not establish that claim. The issue is not simply the hyperlink; it is the overall impression created for the reader.
When a link becomes part of an advertising claim
A release may be presented as news while also promoting a product, service or investment. Under the Consumer Protection Act, 2019, misleading advertisements and unfair trade practices can attract scrutiny. The Central Consumer Protection Authority’s 2022 guidelines address misleading advertisements and endorsements, including the need for claims and endorsements to be genuine and adequately substantiated. Whether a particular release falls within these rules depends on its content, purpose and context.
Anchor wording can strengthen or qualify a claim. Phrases such as “clinically proven,” “guaranteed returns” or “government approved” should not be used as link labels unless the underlying statement is accurate, appropriately supported and not likely to mislead. A disclaimer elsewhere on the page may not correct a prominent, unequivocal claim in the link itself. Businesses should check the complete release, linked page, headline and accompanying images together.
Paid placement and disclosure
Some businesses pay a publisher or service to distribute a release, place a contributed article or include a link. Payment alone does not automatically make every publication unlawful. The key questions include whether the content could be mistaken for independent editorial coverage, whether a material connection is disclosed where required, and whether the claims comply with applicable advertising standards.
Teams planning outreach or contributed health content should also assess the publisher and the proposed placement, rather than relying only on a site’s headline metrics. For instance, Osdire’s overview of nutrition guest posts discusses publisher costs and the distinction between open submission routes and paid placements. That kind of information may help with planning, but it does not replace checking the publication’s audience, editorial policies, disclosure practices and the accuracy of any health claims.
Where content is an advertisement or paid collaboration, clear labelling—such as “Advertisement” or “Sponsored”—can help readers understand its nature. The appropriate disclosure depends on the arrangement and the applicable rules. Businesses should not assume that a disclosure is unnecessary merely because the item is formatted as a press release or hosted on a third-party website.
Copyright, trademarks and attribution
Link labels can also raise intellectual-property concerns. A company may use its own brand name in a link, but using a competitor’s mark in a way that suggests sponsorship, affiliation or endorsement can create disputes. Similarly, a release should not reproduce photographs, logos, quotations or substantial text without the necessary permission or a valid legal basis. A hyperlink to material does not itself grant permission to copy that material.
Attribution matters when a release refers to research, public statements or third-party findings. The link should lead to the cited source where possible, and the release should represent that source fairly. If the source does not support the linked claim, a precise anchor label cannot cure the misrepresentation.
A practical review checklist
- Describe the destination: Use wording that tells readers what they will find after clicking.
- Substantiate claims: Keep records for factual, comparative, health, financial and performance statements.
- Disclose material relationships: Make paid or promotional content recognisable where required by the relevant rules and context.
- Check permissions: Confirm rights to use third-party names, logos, images, quotations and text.
- Review the whole page: Assess the headline, link label, release, landing page and any disclaimer as one communication.
- Keep an approval record: Save the final copy, evidence supporting claims, approvals and the publisher’s terms.
Conclusion
Anchor text is a small part of a press release, but it can influence whether a reader sees a link as informative, promotional or misleading. Indian law does not generally prescribe a universal formula for link labels; the surrounding claims, commercial context, disclosures and intellectual-property rights matter more. Clear wording, evidence-backed statements and a documented review process help businesses communicate effectively while reducing avoidable legal risk. For complex or regulated campaigns, legal advice should be sought before publication.
Frequently Asked Questions
Is there a law in India that specifically regulates anchor text?
There is no general Indian law that sets a required format for ordinary hyperlink labels. However, advertising, consumer-protection, intellectual-property and sector-specific rules may apply to the communication in which a link appears.
Can a press release include a paid link?
A paid placement is not automatically prohibited, but its commercial nature, claims and presentation should be assessed. Where readers could mistake promotional material for independent editorial content, appropriate disclosure may be important.
Can a link label make a claim legally risky?
Yes. A label can communicate a factual or promotional claim. If it is inaccurate, unsupported or likely to create a misleading impression, it may contribute to concerns about the release as a whole.
Guest Post Disclaimer:
This article is a guest post and does not necessarily reflect the views, opinions, or position of Century Law Firm. The content and any links provided within the post are the sole responsibility of the author. Century Law Firm does not endorse, support, represent, or guarantee the completeness, truthfulness, accuracy, or reliability of any information, claims, or links contained within this guest post. We accept no responsibility or liability for the content, any errors or omissions, or any potential damages or consequences that may arise from reading or relying on it. Readers are encouraged to conduct their own research and come to their own conclusions before following any links or acting on the information presented.