Podcasts, Earned Media, and Crypto Podcasts

Companies are paying podcasts directly to get on their shows, instead of paying just as much money to p companies who then get them on the shows. This is potentially a regulatory issue because in other mediums, you're required to disclose the content is paid for. I thin think it's less problematic if you do it that way. But earned media isn't free. It looks like earned media, but it's totally not.