In case you didn’t know, Matt Mullenweg, one of WordPress creators, posted his opinion on sponsored themes and suggested to remove them from WordPress.org. There were some other opinions like this one by Headsetoptions and lots of others. I think both sides are right and wrong in some aspects and something correct is in between.

I released around 10 sponsored themes in the past(not really for WP but there is no difference). I am not doing it now, but have no problems with doing it in future. I have also used some sponsored themes and actually using one right now at www.ingeniousdirectory.com

As a person being on both sides, I took some time to think about all this-both as a creator and user of sponsored themes. I came up with some ethical rules and decided to write them here. Please, feel free to disagree or point to some other aspects that will lead to improvement of those “rules”.

Rules of ethics for sponsored themes designers

1. Max 2 footer links-one for designer and one for sponsor(or 2 sponsors)

I saw one guy released a free theme and he placed 5 links in footer – “designed by Link1 and Link2″ and “sponsored by Link3, Link 4 and Link5″. Yeah, right. He sold 3 sponsors spots, placed 2 links to his sites and as a result got paid almost double of price for custom theme with no footer links . Plus, two links to his sites. Nice move for him, but not for users who are forced to keep 5 links in footer.

One the other side, there are a lot of situations when a theme has two footer links and nobody has problems with it:

a. Designer and coder: designed by designer and coded by coder.

b. Designer of html and css template and guy who ported in to WP or other script theme: designed by designer and ported to WP by wp coder.

c. Situation when creators place links like this: theme name(link to download page) by author name(link to homepage).

d. Derivative work: theme by author1, based on theme by author2 .

If one person design and code complete theme, it is obvious that that person has done double work than everybody in examples above. It is also obvious that creator of full theme can allow one more link in theme(sponsored one if he decides to charge for 50% of his work).

2. Don’t accept sponsor links from sites you wouldn’t link to

Designer allows gambling, viagra or adult content sites to sponsor his theme, as long as they offer biggest amount of money and refuses to think if that will hurt sites that use this theme.

In this case, I wouldn’t blame anyone who removes those links form sponsored theme.

3. No keywords stuffing in anchor text of required to keep links.

Imagine footer on your site like this: designed by best credit card rates and sponsored by cheapest online flowers delivery.

This looks very spammy and user may decide to remove those links. Stick to official sites names. Your theme user’s site isn’t Google Adwords. If you still want to place some keywords in anchor text of link-don’t overdo it. And be sure to allow users to change it to official site name if they like that better, as long as they keep correct link and don’t add nofollow tag to it.

After all, you deserve credits-not using other sites for keywords targeting.

I almost got to Quick Buck Crew website for changing 4 keywords anchor text to official site name in link of sponsored theme. I believe this is just not right.

4. No hidden links in free themes.

Placing hidden links by display:none method is just not ok. This may hurt websites using such a theme and get them banned in Google. Nothing more to explain.

5. Clearly state theme usage requirements

Ones you release theme, state what links are required to keep in order to legally use sponsored theme. Put this on download page(visible place) and be sure to include it in “read me” inside zip file.

6. Give your theme users option for link removal

Last, but maybe most important rule of ethics. Two situations cross my mind:

a. Person likes your theme much more than any other paid theme, but wants to run serious business and make site more trusted in eyes of visitors.

b. Person built a site based on your theme, modified it, got custom logo done to fit it. After some time, site started to bring profits and owner is ready to go to next level and pay for link removal.

By not allowing link removal option, you are forcing your theme users to keep links or to break law by removing them without permission. Not very fair.

Be sure to include price and payment details for links removal. If you ask me, it is ok to place price anywhere from 10-100% of cost of unique theme. You can charge 50% and sponsor other 50%, or allow your sponsor to get full payment depending on your initial deal with him.