The Economist a few years back did an article on Steon (free energy engine) but it was essentially a PR piece soliciting investors… so take them with a grain of salt

Journalists fucked up massively when they allowed sponsored content to masquerade as editorial content. Now people don't trust media as much as they used to and are moving to other sources to get their information. What journalists around the world need to do is come together and build consensus in the industry on separating sponsored content from their own. A tiny, fine print at the bottom of a full page sponsor is grossly insufficient. It has to be more explicit. Perhaps reserve colors and styles exclusively for indigenous content or frame all sponsored content in a clearly identifiable manner. One way or another, they need to figure out how to reclaim their reputation.