Advertorials in Magazines: Current Use and Compliance with Industry Guidelines

Abstract

Editorial and commercial messages may be confusing to readers. This content analysis of 222 magazine issues found that advertorials often do not make the commercial source evident to the reader. In the 273 advertorials identified, advertising labels were either missing or not prominent. Other design and content elements of the advertorials also frequently violated guidelines established by the American Society of Magazine editors for distinguishing editorial and commercial messages.