Branded content in its informative modality is based on publications that imitate the style and character of editorial content, trying to make its sponsored status go unnoticed by the audience. This research aims to analyse the journalistic quality of these publications through two specific objectives. Firstly, a qualitative methodological proposal is developed to evaluate these sponsored contents. This index considers ten fundamental criteria of journalistic quality and assigns a rating (<10) on a four-level scale (poor, minimal, good and excellent). Secondly, the index is applied to a sample of items published during one month (N=372) in six of the main Spanish digital media. The results reveal minimal standards in informative branded content. Only one of the six analysed media meets the standards of good quality, with a rating of 6.8, while the rest show poor levels of journalistic...