by Jack Yan/August 6, 2014/4.40
John Oliver is absolutely right in a recent piece on Last Week Tonight: websites have to pay the bills, and it can get very tricky when the pay isnâ€™t great. Weâ€™ve seen other titles run advertorials and mark them very, very subtly, something which we don’t do ourselves. We make it obvious.
Throughout our history, advertorial has been marked â€˜A Lucire special promotion,â€™ in print and online. There have been rare exceptions in print, but the last time that happened was five years ago. In fact, in some cases on this website, weâ€™ll even make it very clear in the headline (â€˜Sponsored videoâ€™), in the first line (â€˜A Lucire special promotionâ€™) and in the footer (â€˜Post sponsored by â€¦â€™). So there is no doubt when a story is being paid for. Instead of burying when advertorial is running, we’ve progressively made it more obvious over the years.
Interestingly, our advertorial for Lâ€™OrÃ©al Paris last week was popular with readers, and our Chocolate Heaven story was viewed a lot on social media, even more than some recent regular articles, so we know some readers enjoy the odd piece. In some cases, we donâ€™t even share our advertorials on social media unless the client specifically asks us to.
We believe that our readers are smartâ€”however, we donâ€™t believe we gain loyalty by fooling you. If you don’t want to read an advertorial, you have the option not to click on it when you see it linkedâ€”because it’s clear when it is paid for.
We aim to be careful with readers with these adsâ€”youâ€™ll never be confused when thereâ€™s advertorial, and in 17 years itâ€™s always been very clear online, to the point where it is now our policy on- and offline.â€”Jack Yan, Publisher