The Independent is on dodgy ground with Walkers plug
As the Independent prepares to shut down its print operations and head for a new life online-only, it’s going to need to maximise those digital ad revenues whilst maintaining it reputation as a quality newsbrand.
It’s too bad it appears to be crossing the sacred line between editorial and sponsorship with an article that clumsily blends an exclusive story quoting football pundit Alan Hansen with Hansen’s role as a celebrity ambassador for Walkers Crisps.
The sports page editorial begins well enough by reporting on Hansen’s views on Liverpool’s future, but then, half-way down the page, readers come across a picture of Hansen in the new Walkers ad (see main image).
Carry on reading and the editorial then blends this corker into its copy:
“…Hansen was talking to the Independent as he prepares to front the new Walkers Tear ‘n’ Share campaign (“My favourite flavour? Cheese and Onion – no contest.”), and as Liverpool prepare to face Manchester City in the Capital One Cup final on Sunday…”
Yet another Walkers plug with a link to the online video appears at the end of the article (see below). We looked to see where it said this was paid-for sponsorship of some kind, or a ‘native ad’ experience, but found nothing.
Well, according to a spokesperson for the Indy it wasn’t sponsored – it was just a “PR driven” article.
That’s the price you have to pay for access to Mr Hansen, it transpires.
Just add that price up again:
– a picture of Hansen with the product
– a mention in the copy of the product (which was nothing to do with the story)
– another picture of the product up close
– a link to the full video advert with some blurb
Bravo to Walkers’ PR team, but too bad for independent journalism – and the sales team that apparently let this one through as a freebie.
“The piece in question was generated via an enquiry by the Walkers PR team – no money was exchanged and it is a purely editorial piece based on an interview with the talent offered by Walkers,” publisher ESI Media said.
Interviews arranged by PRs are commonplace, as the Indy was keen to point out to us, but we feel the cost should not amount to editorial that reads like an ad. This is particularly true when ‘native advertising’ is set to “dominate European digital display advertising.” Otherwise, what happens to editorial trust?
The odd thing is, if this was paid-for ‘native’ content, it would probably have to adhere to stricter guidelines.
So if genuine sponsored content has to be correctly labelled – or risk the ASA coming down on it like a ton of bricks – then why should this article not come with a similar warning?
“We only got this story by plonking a load of free ads in it for crisps.”
As the IAB told us: “clarity about the source of content is key to consumer trust in a publisher.”
It certainly feels like dodgy ground to us – and overkill too when you see another ad layered over the top of the images, sponsored articles on the right-hand side and a page skin wrapped around the whole lot.
No wonder everyone is installing ad blockers.