An Advertising Standards Authority “complaints manager” sent me this email the other day: “Since my last email I have spoken to Zoe Griffin’s agent. He has given his assurance that any future reference to Voltz on the website will make clear it is an advertisement.”
Also in the comments on my last post about Zoe Griffin, is a note that Voltz had Zoe marked on its website as a “celebrity ambassador”. So that confirms her deal with Voltz.
I had no idea that the ASA would take up this case: I was expecting an email along the lines of “we don’t cover private websites”. It’s great news that they’re willing to get involved and make a few phone calls, even when the publisher isn’t a major newspaper or magazine.
Unfortunately, if you go to Zoe’s site right now, you’ll notice that no less than the last nine posts refer directly or indirectly to the Voltz brand, with no disclosure of her financial relationship with the company. I’ll be mentioning this to the ASA representative. Despite this result, if you see anyone else (in the UK) slipping towards undisclosed advertorial content on their blog, do shoot the ASA a quick email and follow up with them.
In other news, if you’re a subscriber to Press Gazette, make sure to read my interview with some top magazine and newspaper editors about advertorial ethics and standards, set against the ASA’s rulings on the Express newspaper advertorials.
Post a Comment