ADVERTORIALS IN MAGAZINES - CURRENT USE AND COMPLIANCE WITH INDUSTRY GUIDELINES

Editorial and commercial messages may be confusing to readers. This co ntent analysis of 222 magazine issues found that advertorials often do not make the commercial source evident to the render. In the 273 adve rtorials identified, advertising labels were either missing or not pro minent. Other design and content elements of the advertorials also fre quently violated guidelines established by the American Society of Mag azine editors for distinguishing editorial and commercial messages.