One of the new things found in the updated Bing Webmaster Guidelines is that Bing now supports rel=”sponsored” and rel=”ugc” attributes on your links. This is to add to Bing supporting the rel=”nofollow” link attribute, which has been supported since the Guideline over ten years ago.
The new link attributes rolled out last September by Google.
How are these attributes handled? According to Bing’s guidelines, “make a reasonable effort to ensure that any paid or advertisement links on your site use rel=”nofollow” or rel=”sponsored” or rel=”ugc” attribute to prevent the links from being followed by a crawler and from potentially impacting search rankings.”
rel="sponsored": The new sponsored attribute can be used to identify links on your site that were created as part of advertisements, sponsorships or other compensation agreements.
ugc attribute value is recommended for links within user generated content, such as comments and forum posts.
A spokesperson from Bing confirmed that these link attributes are treated not necessarily as directives, but as hints. This means that Bing could technically decide to still follow these links if they find it necessary. Bing is monitoring the rel sponsored and rel ugc attributes, saying that they are “not as strong of a signal for Bing.” It could change depending on its adoption rate in the future.