Important news: a hint in an apparent editorial article such as '12 cents per day’ for a product of Pharma Nord that promotes good sleep turns the 'article' into advertising. The house-to-door magazine Swing Live features an editorial article about sleeping problems. On the same page an advertisement was printed for the product Bio-Melatonin of Pharma Nord, striking enough including the same text: '12 cents per night'. The Advertising Code Commission yesterday ruled that the ‘article’ is in fact pure advertising. Therefore all advertising rules are applicable to the ‘article’, including a ban on making medical claims. Product placement by way of the '12 cent per day ' theme song without disclosing the advertiser is prohibited according to the "black list" of unfair trade practices. By this decision also product placement in the press is being restricted. All advertising should be recognizable as such. The complaint against both Pharma Nord and the publisher Medien Partner has been assigned.
This case is handled by Ebba Hoogenraad and Kim Braber on behalf of the Dutch Inspection Board KOAG / KAG
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Important news: a hint in an apparent editorial article such as '12 cents per day’ for a product of Pharma Nord that promotes good sleep turns the 'article' into advertising. The house-to-door magazine Swing Live features an editorial article about sleeping problems. On the same page an advertisement was printed for the product Bio-Melatonin of Pharma Nord, striking enough including the same text: '12 cents per night'. The Advertising Code Commission yesterday ruled that the ‘article’ is in fact pure advertising. Therefore all advertising rules are applicable to the ‘article’, including a ban on making medical claims. Product placement by way of the '12 cent per day ' theme song without disclosing the advertiser is prohibited according to the "black list" of unfair trade practices. By this decision also product placement in the press is being restricted. All advertising should be recognizable as such. The complaint against both Pharma Nord and the publisher Medien Partner has been assigned.
This case is handled by Ebba Hoogenraad and Kim Braber on behalf of the Dutch Inspection Board KOAG / KAG