Conflict of Interest: Navigating Wikipedia Responsibly
If you’re planning to engage with Wikipedia about your brand, you’ll first want to understand the platform’s Conflict of Interest (WP:COI) guideline. These rules govern how individuals with a financial interest in a topic—like employees, PR teams, or business owners—should engage with Wikipedia. A misstep here can lead to difficult situations, warning templates, and even bad press, so understanding how to navigate COI rules is essential. Here’s what you need to know.
What is a Conflict of Interest?
A conflict of interest (COI) arises when someone seeks to influence any page on Wikipedia about a topic they are personally or professionally connected to, such as their employer, client, or brand. Typically, this is the page about the company or brand itself, but COI issues may present themselves on any topic relevant to the brand’s interests.
Wikipedia values neutrality and transparency, and are on guard against biased content, promotional tone, or selective omission of criticism. Specifically, Wikipedia editors are concerned that:
Paid editors or employees are incentivized to present the company in a positive light, rather than writing from a neutral, encyclopedic perspective.
Even with good intentions, COI editors may downplay controversies, emphasize achievements, or use promotional language.
Companies often provide press releases, blog posts, or corporate reports as sources—these are not independent and are discouraged on Wikipedia.
If a brand is caught engaging in undisclosed paid editing or violating Wikipedia’s COI guidelines, it can lead to public scrutiny, negative press, and content being flagged or removed.
For brands, this means your employees, PR team, or representatives should avoid directly editing your article. Instead, they should suggest changes on the article’s Talk page or work through neutral, third-party consultants to ensure compliance with COI guidelines.
Why Does COI Matter?
Wikipedia is built on trust and transparency, both within its editor community and among its millions of readers. Violating Wikipedia’s conflict of interest (COI) policies can undermine that trust and negatively impact your brand’s reputation. Potential consequences include:
Content Disputes – If changes appear biased, promotional, or poorly sourced, they may be flagged, challenged, or removed by independent editors, making it difficult to maintain a stable and well-sourced article.
Policy Enforcement – Wikipedia administrators and experienced editors actively monitor for COI violations. Accounts that repeatedly edit against policy may face warnings, restrictions, or even blocks from editing.
Reputational Risks – Attempts to control or manipulate a Wikipedia article can backfire, drawing public scrutiny, negative press, or further editor skepticism toward your brand.
By following Wikipedia’s COI guidelines, your brand can ensure that its article is accurate, neutral, and compliant with Wikipedia’s standards—minimizing unnecessary conflict and fostering a more productive relationship with Wikipedia’s editorial community.
What Are Best Practices for Managing a COI?
To effectively manage a conflict of interest (COI) on Wikipedia, it’s essential to follow best practices that align with the platform’s guidelines:
Understand COI Implications: While brands are allowed to try engaging by themselves, partnering with a consultancy significantly increases the likelihood of success.
Avail Yourself of Expertise: Experience with Wikipedia’s rules and norms matters helps you avoid common mistakes and get things right the first time.
Disclose Your Connection: Transparency is key. If you’re suggesting edits or participating in discussions, disclose your affiliation with the brand.
Use the Talk Page: Instead of editing the article directly, propose changes on the article’s Talk page, providing reliable sources to support your suggestions.
Focus on Reliable Sources: Ensure the information you want included is well-documented in independent, high-quality source
Where to Disclose Your COI
You must disclose your COI in at least one of the following places, but the safest approach is to do all three:
Your User Page
This is the most persistent and visible place to disclose your connection.
You can use the {{Paid}} template if you are editing as part of your job.
You can also write your own disclosure statement.
The Talk Page of the Article You’re Connected To
This notifies other editors of your affiliation when proposing changes.
The {{Connected contributor (paid)}} template is recommended for this purpose.
In Your Edit Summaries
If you make an edit, you should include a brief disclosure in the edit summary (e.g., "Disclosure: I work for [Company], suggesting a factual update.").
Example COI Disclosure Statement
Here are three examples for someone editing on behalf of their employer.
On User Page
I am an employee of Acme Technology, and as part of my role, I am working to ensure that Wikipedia articles related to Acme are accurate, neutral, and well-sourced. I understand Wikipedia’s policies on COI, neutrality, and verifiability and will not make direct edits to pages related to my employer. Instead, I will suggest changes on article Talk pages for independent editors to review.
I am disclosing this connection per Wikipedia’s COI and Paid Editing guidelines. I welcome feedback on my Talk page.
{{Paid|Acme Technology}}
On Header of Article Talk Page
{{Connected contributor| (paid)U=MyWikipediaUsername|org=Acme Technology|disclosed=yes}}
On Edit Request on Article Talk Page
Hello, I am an employee of Acme Technology, and I am posting here per Wikipedia’s COI guidelines. I would like to request factual updates to this article based on reliable sources. Please see my proposed changes below.
Where Can I Learn More About Conflict of Interest (COI) on Wikipedia?
If you want to better understand Wikipedia’s conflict of interest (COI) policies, best practices for making compliant contributions, and how to navigate Wikipedia as a professional, the following resources can help:
Wikipedia’s Official Guidelines
Wikipedia: Conflict of Interest (COI) – Wikipedia’s core policy on COI, which explains why editing on behalf of yourself, your employer, or a client is discouraged and how to handle COI situations properly.
Wikipedia: Plain and Simple Conflict of Interest Guide – A one-page, easy-to-understand guide for editors with COI, summarizing what you should and should not do.
Wikipedia: Frequently Asked Questions about COI – A list of common questions and answers for people affiliated with organizations who want to contribute.
Wikipedia: Paid Contribution Disclosure – If you are a paid editor, Wikipedia requires you to disclose this fact. This page explains how and where to disclose your connection.
Independent Resources for Communications Professionals
Wikipedia and the Communications Professional: A Primer – Written by Beutler Ink president William Beutler with input from Wikipedia editors and digital PR practitioners, this guide covers COI disclosure, best practices for requesting edits, and how to engage with Wikipedia’s editor community.
Beutler Ink’s Wikipedia Consulting Services– If you need professional guidance on Wikipedia strategy while staying compliant with its rules, Beutler Ink specializes in ethical Wikipedia engagement for organizations.
Need Help Navigating Wikipedia’s COI Policies?
Understanding and following Wikipedia’s conflict of interest (COI) and paid editing guidelines can be complex—but you don’t have to do it alone.
