Monday 4 January 2016

NDM News Story 30: Telegraph criticised by watchdog for 'misleading' Michelin advertorial


The Telegraph home page

The Telegraph has been strongly criticized for not advertising big tyre brand, Michelin, properly. It was claimed that they showed an unclear comparison between an unnamed budget brand and Michelin, which did not show promote Michelin as they had paid for. Even the Advertising Standards Authority (ASA) stated that it the advertisement was unidentifiable as an advert. However, The Telegraph argued that they labelled the advert enough for audiences to tell the advert is for Michelin, but the ASA refuted this statement.
  • The Telegraph has been reprimanded by the advertising watchdog for failing to adequately label an online advertorial for Michelin tyres.
  • the ASA said the labelling was “insufficient to identify the content specifically as an ad”
  • Online-only publishers such as BuzzFeed have focused heavily on paid-for articles and many have strict guidelines on how to ensure readers are aware they are seeing an ad.
With the Telegraph making such actions with their advertisements, this will make other potential companies who would want to advertise, avoid the Telegraph, which can be very negative for the Telegraph which relies greatly on the revenue from advertisements to keep the news institution running. This also acts as a warning for those who advertise brands, to be aware that they advertise successfully under the proper regulations.

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