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Watchdog Warns Brands to Beware of Hidden Online Ads

Trend Summary: The UK Advertising watchdog has declared war on undisclosed advertising in online publications and blogs.


In a bid to repair consumers’ trust in online content Britain's Competition and Markets Authority [CMA] has announced its intention to tackle undisclosed advertising in online publications and blogs, and to ramp up awareness among marketers, publishers and bloggers of ...

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... the implications of doing so.

The announcement follows hard on the heels of the CMA's finding that Starcom Mediavest and TAN Media had arranged for endorsements in online articles and blogs without making it clear the content was advertising.

Paid endorsements aren't a new issue: the Consumer Protection from Unfair Trading Regulations 2008 has always banned the use of editorial content in publications and other media to promote products for which publishers pay without disclosing the tactic to consumer audiences.

The CMA is likely to continue to make examples of brands in order to bring about industry-wide change. Brands and marketing companies should not ignore the CMA’s actions and guidelines, but seek to understand them fully to ensure that their content marketing strategies remain effective, whilst maintaining the consumer trust which is ultimately vital to their bottom lines.

Read the original unabridged WallBlog.co.uk article.

[Estimated timeframe:Q3 2016]

All data sources are attributed with links to the original insight. The insight is then summarised and, where appropriate, enhanced with additional information.

Source: WallBlog.co.uk
MTT insight URL: http://marketingtrendtracker.com/article.aspx?id=6948



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