Advertorials are a common form of content marketing that blurs the lines between advertising and editorial content. This method allows advertisers to present their products or services in a format that readers trust and appears less intrusive than traditional ads.
What is an advertorial?
An advertorial is promotional content that is designed to resemble an editorial article. This is intended to increase readers' acceptance and interest, as the content is perceived less directly as advertising. Advertorials are often used in newspapers, magazines, and online media to provide a deeper and more informative presentation of a product or service than would be the case in a traditional ad.
Legal requirements
According to the guidelines of German press law and international standards for online content, it is necessary that advertorials are clearly marked as advertising. This serves consumer protection by creating transparency and allowing readers to distinguish advertising content from independent editorial content. The identification is usually based on terms such as “ad,” “sponsored post,” or “sponsored link.”
Practical problems
Despite these legal requirements, advertorials are not always consistently labelled. In some cases, the label is so discreetly designed or placed in such a way that it is easy to miss. This can lead to confusion among consumers, who may not recognize that it is paid content.
Effects on the audience
The lack or inadequate labeling of advertorials can impair readers' trust in media platforms. Consumers expect a clear separation between advertising and editorial content in order to be able to make informed decisions about how to consume information. Advertising methods that blur this dividing line can undermine a medium's credibility in the long run.
Recommendations for advertisers and publishers
It is in the best interest of advertisers and publishers to comply with legal requirements and ensure that advertorials are clearly and clearly identified. This not only promotes transparency and protects consumers, but also strengthens the integrity and credibility of the platforms that publish this content.
In practice, all parties involved should strive to apply the guidelines consistently and ensure a clear visual distinction between editorial and advertising content. This ensures fair distribution of information and strengthens public trust in the media landscape.
Examples of ads/advertorials:
- Rheinische Post Ad
- Here FOCUS shows how you can book an advertorial on its marketplace
- Here on openPR you will also find prices for the individual advertorials such as the JuraForum
