Regardless of whether you call them advertisement features, advertorials, advertisement promotions or publisher’s promotions, the appeal of advertisement features is that they allow marketers to draw on credibility lent by a publisher. But care needs to be taken to ensure that readers are not confused about whether copy is marketing material or editorial. This Advertising Guidance explains what constitutes an advertisement feature under the CAP Code and who bears responsibility for them.  While marketers are primarily responsible for the content, both marketers and publishers have a duty to make clear that advertisement features are ads, and this guidance outlines how this might best be achieved.

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