U.K. Ad Watchdog Raps Unilever For Misleading Advertorial

The U.K.’s Advertising Standards Authority has reprimanded Unilever for putting an advertorial on a newspaper Web site that was not clearly marked as an advertisement. The advertorial for Flora pro.active featured a reporter for the Daily Telegraph talking generally about the benefits of exercise and a nutritious diet, but also mentioned that the Flora beverage helped her reduce cholesterol. The ad also contained a link to further information about the product. The main headline of the advertorial mentioned “Flora pro.active” and another heading mentioned “in association with Flora pro.active,” but the ASA said Unilever and the newspaper did not clearly state that the piece was in fact a marketing communication.