New guidance from the Committee of Advertising Practice explains how the CAP Code* that covers all forms of non-broadcast advertising applies to ‘advertorials’ – which are also known as ‘advertisement features’ or ‘advertisement promotions’ and are basically advertisements designed to benefit from the editorial credibility of the media in which they appear.

While the question of payment or other reciprocal arrangements is a factor, whether an advertorial is covered by the Code depends on the control the marketers exert over the content.

In addition to defining what constitutes an ‘advertorial’, ‘Advertisement features: Advertising Guidance (non-broadcast)’ also explains that while marketers are mainly responsible for their content, both marketers and publishers have a duty to make clear that advertorials are adverts. It is mainly concerned with outlining how this duty can best be fulfilled.

*‘UK Code of Non-broadcast Advertising and Direct & Promotional Marketing’ is described by CAP as “the rule book for non-broadcast advertisements, sales promotions and direct marketing communications (marketing communications).”