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Blurring the lines. Ethical dilemmas for journalists with native advertising and other look–alike editorial content.

Conference contribution
Authors Maria Edström
Published in Nordmedia Mobile presence-Mobile Modernities.13-15 Aug. Copenhagen
Publication year 2015
Published at Department of Journalism, Media and Communication (JMG)
Language en
Keywords journalism, advertising, content marketing, advertorials, ethics, Advertising ombudsman
Subject categories Media and Communications


Media houses around the world are struggling to find new business models when both advertisers and readers are moving away from print newspapers and new media forms emerges. In that process new forms of content collaborations are developed, such as native advertising and partner zones where content paid for by advertisers is merged into the editorial content. The phenomenon is increasing rapidly on digital platforms and many editors hope that this could be key to future financing. However, there are ethical dilemmas attached to this type of branded content. Editors argue that possible problems are solved if there is a decent marking, but the idea of advertising looking like editorial content can also be seen as jeopardizing the editorial integrity and credibility. Therefore many journalists are concerned with these new forms of paid content, as ways of luring audience/users at the expense of the trustworthiness of editorial content.

Page Manager: Webmaster|Last update: 9/11/2012

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