The World: Sydney - Advertisers sign up for namechecks in new Nett title

Major Australian advertisers, including the Commonwealth Bank, Telstra, HP and Toshiba, have struck deals to be mentioned within the editorial space of a new business magazine.

Critics are questioning the ethics of the agreements with Nett magazine. The deal, involving the Commonwealth Bank, is said to be worth about Aus $100,000, making it one of the largest-ever paid placements in the Australian magazine market. Gary Hardwick, the co-founder of Ikon, the bank's media agency, said: "The barrier between advertising and editorial content has been steadily broken down for several years now."

But Christopher Warren, the federal secretary of the Media Entertainment and Arts Alliance, warned: "There needs to be a clear division between advertorials and editorial."