Flora advertorial crossed line, rules ASA
A "misleading" advertorial on the Telegraph's website for Flora, the Unilever-owned spread, has been banned by the advertising watchdog.
The advertorial, created by the Telegraph newspaper's editorial team, was featured on the website on 12 July. It carried the text, "Flora pro.activ: Stepping up the pace" and the strapline, "Telegraph journalist Chris Jones tried Flora pro.activ and brisk walks to lower cholesterol."
The ad received a complaint from a consumer who said the ad was misleading and resembled a news article written by a journalist, which was not clearly marketing communication, despite the text "in association with Flora pro.activ" displayed on the page.
Text in bold at the bottom of the ad read, "If you'd like to read more inspiring stories and useful information about how Flora pro.activ can help lower your cholesterol, visit floraproactiv.co.uk."
Unilever and the Telegraph countered that the ad was unlikely to mislead consumers by having marked out the commercial partnership.
The Advertising Standards Authority (ASA) decided that the text used was not clear enough to explain that the feature was a piece of advertorial and noted that the overall piece was written as a health and lifestyle feature, with potential to mislead consumers through a lack of clarity.
The ad has been banned and must not appear again.
Follow Loulla-Mae Eleftheriou-Smith on Twitter: @LoullaMae_ES
This article was first published on marketingmagazine.co.uk
- Senior Account Director - Shopper/Integrated £65k+ Blue Skies Marketing Recruitment £60000 - £65000 per annum, London
- Website Coordinator Pitch Consultants £20000 - £26000 per annum, Coventry
- Design Director Tomorrow Recruitment £55000 - £65000 per annum, East London
- Digital Account Director - AWESOME AUTOMOTIVE BRAND!! Ultimate Asset £35000 - £40000 per annum + Great Benefits Package , West End
- Marketing Project Manager EMR | Specialist Marketing Recruitment £40000 - £55000 per annum, London
- Will.i.am clashes with Martin Sorrell over online ads in Cannes
- Black horse returns in new Lloyds Bank campaign
- Martin Sorrell on the mega-media reviews: 'We can't remember anything like this'
- Aston Martin appoints WPP to global marketing account
- Geometry Dubai hands over Cannes Grand Prix amid controversy
- Ogilvy & Mather's radio work for Dove 'reduces Cannes jury to tears'