Separating advertising from programme content: The principle and its relevance in communications practice

Abstract

Ostensibly, it is a plausible assumption that advertisements receive greater attention when disguised as editorial content. This assumption does not, however, stand the test of empirical validation. Nevertheless, editorial advertising tips and product placement have now seemingly become acceptable and the precept of separating advertising and programme content is increasingly being breached, not only in radio and television. In newspapers and magazines, too, the grey area between editorial text and advertising is spreading. This practice willingly tolerates violations of binding legal agreements and professional codes of ethics. This paper discusses the future viability of the principle of separating advertising and programme content in advertising, journalism and public relations.