MarketingVOX: A podcast produced by magazine title Marie Claire has come under scrutiny for what on the surface looks to be advertiser encroachment into editorial content, reports Women’s Wear Daily.
The podcast in question is sponsored by Unilever and Diesel and covers lifestyle and beauty tips. But it’s the frequent seemingly off-the-cuff mentions of how a host “loves” a Unilever product or other glowing statement that has some concerned. It’s raised the suspicions of some that Unilever is making editorial decisions or otherwise providing guidance. Cynics may retort that, within the women’s service magazine category, this allegation may be akin to calling out a jay walker at a murderers convention.
Not disclosing advertisements as such could potentially violate ethical guidelines setup by the American Society of Magazine Editors. The trade group says it is in the process of revising its guidelines to account for new media formats.
Marie Claire says that its “The Masthead with Marie Claire” podcast is simply an example of branded entertainment. The ASME, though, says that advertising/editorial guidelines are clear about the labeling of advertising as such.
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