The Advertising Standards Authority has published new guidelines on advertisement features, or advertorials. The ASA has ruled that features fall within this category when their content is controlled by advertisers; “Advertisement features and promotions published in exchange for a payment or other reciprocal arrangement where the content is controlled by the advertisers should comply with the Codes.”
Three areas are highlighted:
RESPONSIBILITY
Responsibility for the clear identification of an ad feature is to rest equally with the advertiser, agency and publisher; this extends the British Code of Advertising Practice, in which the responsibility for the content of an ad rests with the advertiser.
INDENTIFICATION
Ad features have to be prominently labelled as an ad; advice is given against using the term “advertorial” as it does not make it sufficiently clear to an uninformed reader.
COPY CONTENT
The content of ad features should conform to all the requirements of the code.
ASA: 071 580 5555
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