It was only during liberalization and entry of multinational companies in India that the trend of paid news started. The materialistic world has change the concept of everything, and media is no exception. The phenomenon of paid news in the media has become entrenched as an institutional malpractice, especially evident in the coverage of the recent Lok Sabha and Assembly elections. Can something be done to restore lost ethics in an environment where commercial interests are increasingly driving and degrading journalism? Paid news or paid content are those articles in newspapers, magazines and the electronic media, which indicate favorable conditions for the institution that has paid for it. The news is much like an advertisement but without the ad tag. This kind of news has been considered a serious malpractice since it deceives the citizens, not letting them know that the news is, in facts an advertisement.