We use our own and third-party cookies to optimize your experience on this site, including to maintain user sessions. Without these cookies our site will not function well. If you continue browsing our site we take that to mean that you understand and accept how we use the cookies. If you wish to decline our cookies we will redirect you to Google.
Already have an account? Sign in.

 Remember Me | Forgot Your Password?

U.K. Ad Watchdog Raps Unilever For Misleading Advertorial

November 2, 2011: 06:18 PM EST
The U.K.’s Advertising Standards Authority has reprimanded Unilever for putting an advertorial on a newspaper Web site that was not clearly marked as an advertisement. The advertorial for Flora pro.active featured a reporter for the Daily Telegraph talking generally about the benefits of exercise and a nutritious diet, but also mentioned that the Flora beverage helped her reduce cholesterol. The ad also contained a link to further information about the product. The main headline of the advertorial mentioned “Flora pro.active” and another heading mentioned “in association with Flora pro.active,” but the ASA said Unilever and the newspaper did not clearly state that the piece was in fact a marketing communication.
Lara O'Reilly, "Unilever censured by ASA for misleading advertorial", Marketing Week, November 02, 2011, © Centaur Media plc
United Kingdom
Companies, Organizations
Legal, Legislation, Regulation, Policy
Marketing & Advertising
Products & Brands
Developed by Yuri Ingultsov Software Lab.