I think it’s important to remember that this is CAP’s site and they are free to decide how programs are represented which is why I think Sponsorship is an apt term accompanied by a disclaimer, clearly visble throughout the site, that say CAP does not endorse programs who advertise.
It’s down to affiliates to decide themselves who they represent and consequently it’s up to affiliates to do their own due diligence. Until now, the Certification claim has perhaps encouraged new affiliates to stop right there, when further reading might have swayed a decision.
Therefore doing those two things above will make new affiliates more conscious of the fact that they need to do their own research, and the opinions of members then become the deciding factor – or one of them at least. As most of us know, the experience of others is by far the best way to decide on who to promote.
So if I were CAP, I would simply remove all references to, or indications of, endorsement. I’d still apply ethics when deciding who to allow to sponsor/advertise, but the disclaimer at least covers the base that everyone will have different opinions on different programs and puts the onus on affiliates to do proper research.