The Guardian's native ads division, Guardian Labs, has already rejected a "fair number" of brands during its first year of operations because they do not fit with the newspaper's ethos. Speaking to Marketing, Guardian Labs MD Anna Watkins said it was "vital" to partner with authentic brands which would not alienate readers. She said: "We can’t afford to jeopardise trust, and that’s difficult for certain brands to get on board with. If it’s sponsored, it has to be editorially independent. We’re hard and fast about that.