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02 Recognition of marketing communications

• Non-broadcast code

them "advertisement feature". null Marketing communications must not falsely claim or

06 Privacy

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family life, home and correspondence. Advertisements featuring an individual should not imply that

02 Recognition of advertising

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advertisement. feature, visually or orally, anyone who currently and regularly presents news or

Complaints FAQ

• Webpage

often referred to as ‘advertisement features’. We can also take action where

Department for Work and Pensions

• Ruling
• Upheld
• 06 November 2019

at the top which stated “ADVERTISEMENT FEATURE FROM THE DEPARTMENT FOR WORK AND PENSIONS” (the label), and the text “Find out more about Universal Credit at metro.co.uk/universalcredit”. The first ad on the front page appeared in the top right-hand corner and featured large text that stated “UNIVERSAL CREDIT UNCOVERED” with a graphic of a magnifying glass incorporated into the ‘O’ of “UNCOVERED”, which had the overall appearance of ‘stamped’ text (the magnifying glass graphic). It included the label at the top and large text to the right stated “FIND OUT MORE ON PAGE 23”. The second ad, across the bottom of the front page, featured text which stated “MYTH Universal Credit doesn’t work FACT It does. People move into work faster on Universal Credit than they did on the old system”. The magnifying glass graphic appeared to the right-hand side. The four-page ad featured the heading “UNIVERSAL CREDIT UNCOVERED” on the first page, followed by the text “A lot has been written about Universal Credit recently – not all of it correct, sadly. Whether you’ve been confused by this new benefits system, or simply want to know what the fuss is about, we will set the record straight for you. Over the next nine weeks, we’ll be bringing you the real stories from the front line of Universal Credit”. Further text underneath stated “MYTHS & FACTS: We set the record straight”. The inside double-spread featured the heading “YOUR GUIDE TO UNIVERSAL CREDIT”. One page described some of the differences between Universal Credit and the previous welfare system, and the other detailed the experiences of a Universal Credit work coach named Anne. Text stated “MYTH You have to wait 5 weeks to get any money on Universal Credit FACT If you need money, your jobcentre will urgently pay you an advance”. The final page included a box providing advice from “Metro’s careers advice expert and author Kathleen Houston, who offers her top five job application tips” and a “YOUR QUESTIONS ANSWERED” section. The “Universal Credit doesn’t work” myth/fact also appeared. The ad on the back page of the paper featured four myths/facts about Universal Credit, including “MYTH Universal Credit make it harder to pay your rent on time FACT Your Jobcentre can give you an advance payment and pay rent directly to landlords” and the “five weeks” myth/fact. b. The second press ad, published on 29 May 2019, featured a partial-page ad and a full page ad. Each ad included the same label used in ad (a). The partial-page ad included the Universal Credit magnifying glass graphic, and the myth/fact about rent. Text at the bottom referred readers to the full page ad. The full page ad was headed “Back in business” and featured Bradley’s, from Hull, experience with Universal Credit, and the myth/fact which appeared in the partial-page ad. Text at the bottom of the ad stated “Watch Bradley’s video at metro.co.uk/universalcredit”. c. The third press ad, published on 5 June 2019, featured a partial-page ad and a full page ad. Each ad included the same label used in ad (a). The partial-page ad included the Universal Credit magnifying glass graphic, a myth/fact, and text at the bottom referred readers to the full page ad. The full page ad was headed “Starting afresh”, and featured Leam’s experience with Universal Credit, a myth/fact, and a “Hear from an expert” section featuring advice from Kathleen Houston. Text at the bottom of the page stated “Find out more about Universal Credit at metro.co.uk/universalcredit”. d. The fourth press ad, published on 12 June 2019, featured a partial-page ad and a full page ad. Each ad included the same label used in ad (a). The partial-page ad included the Universal Credit magnifying glass graphic, and the “five week” myth/fact. Text at the bottom referred readers to the full page ad. The full page ad was headed “Back to work” and featured Paul’s, from Margate, experience with Universal Credit, the “five week” myth/fact, and a “Hear from the expert” section featuring advice from Kathleen Houston. Text at the bottom of the page stated “Watch Paul’s video at metro.co.uk/universalcredit”. e. The fifth press ad, published on 19 June 2019, featured a partial-page ad and a full page ad. Each ad included the same label used in ad (a). The partial-page ad included the Universal Credit magnifying glass graphic, and a myth/fact. Text at the bottom referred readers to the full page ad. The full page ad was headed “Time for work and family” and featured Jabulani’s, from South London, experience with Universal Credit, a myth/fact, and a “Hear from the expert” section featuring advice from Kathleen Houston. Text at the bottom of the page stated “Watch Jabulani’s video at metro.co.uk/universalcredit”. f. The sixth press ad, published on 26 June 2019, featured a partial-page ad and a full page ad. Each ad included the same label used in ad (a). The partial-page ad included the Universal Credit magnifying glass graphic, and the “Universal Credit doesn’t work” myth/fact. Text at the bottom referred readers to the full page ad. The full page ad was headed “‘The confidence boost I needed’” and featured the experience of Wisaruta, a former supermarket worker, the same myth/fact as in the partial-page ad, and a “Hear from an expert” section from Kathleen Houston. Text at the bottom of the page stated “Find out more about Universal Credit at metro.co.uk/universalcredit”. g. The web page at the link referenced in ads (a) to (f), seen on 19 June 2019, featured small text at the top of the page which stated “Advertisement feature from the Department for Work and Pensions”, followed by the MailOnline and Metro.co.uk logos and the magnifying glass graphic. A section headed “Think you know about Universal Credit?” featured six myths/facts, including the three described above. Underneath, a section headed “You asked, we answered” included a video which featured Universal Credit work coaches responding to social media posts which criticised Universal Credit. A section headed “Meet the work coaches” featured the experiences of six work coaches. A section headed “Case studies” featured summaries of the experiences of five people on Universal Credit, with videos of three of them. A section headed “Your guide to Universal Credit” provided information about “PAYMENT”, “HOW IT AFFECTS ME”, “WORKING ON UNIVERSAL CREDIT” and “WHAT IF I CAN’T WORK?”. A final section headed “Tips for job hunters” featured advice on CVs and interviews from Kathleen Houston.

labelled “ADVERTISMENT FEATURE FROM THE DEPARTMENT FOR WORK AND PENSIONS”, in bold capitals … “ADVERTISEMENT FEATURE FROM THE DEPARTMENT FOR WORK AND PENSIONS” prominently and in bold text. In … for the label “ADVERTISEMENT FEATURE FROM THE DEPARTMENT FOR WORK AND PENSIONS” was quite

32 Scheduling

• Broadcast code

Parliament or a local election (but not a local by-election) has been called, no advertisement featuring a … . condoms. Advertisements featuring a candidate for a parliamentary by-election or a local authority … , advertisements featuring a well-known personality or performer, or a person who takes a leading role in or whose

Purolabs Nutrition Ltd t/a Purolabs

• Ruling
• Upheld
• 27 July 2022

Two paid-for Google search ads for Wellness Explorer, an online reviewer of food supplements, and the Wellness Explorer website www.wholesome-choices.com, seen 19 May 2022: a. The first paid-for search ad appeared under the search term “best collagen supplement” and featured the heading “5 Top Collagen Supplements – 2022’s Collagen Ratings” with further text that stated “Learn About Collagen Benefits – We Did The Research For You. What Works And What To Avoid, What To Look For When Buying Collagen. Click Here To See Our Top Collagen Supplement Picks. Satisfaction Guarantee. See our Top 5 […]”. The ad linked to a page titled “5 Of The Best Collagen Supplements in 2022” on the Wellness Explorer website. b. The second paid-for search ad appeared under the search term “vitamin b complex” and featured the heading “Best 5 Vitamin B Complex – 2022 B Complex Buyers Guide” with further text that stated “We Reviewed 5 Top UK Vitamin B Complex Brands. Find Out Which Are Worth The Money. What To Look For In A Vitamin B Complex. 5 Things To Consider Before Buying A Supplement. Trusted Reviews. See Our Top 5. Top UK Brands. Research-Backed”. The ad linked to a page titled “5 Of The Best B-Complex in 2022” on the Wellness Explorer website. c. The pages on the Wellness Explorer Choices website titled “5 Of The Best Collagen Supplements in 2022” and “5 Of The Best B-Complex in 2022”, linked to from ads (a) and (b), featured text that stated “ADVERTISING FEATURE” at the top of the page. Each page featured information about the supplement type referred to in the search ads, including advice on how to choose between the range of products on the market and discussion of factors such as formulation, efficacy, potency, price and customer service. Above a heading that stated “Our five best [supplement type referred to in search ad] picks”, each page listed 5 supplement products from different brands. Sections titled “What we like” and “What we don’t like” listed pros and cons of the featured products in bullet points. Another section titled “The Bottom Line” evaluated and explained Wellness Explorer’s assessment of the product. Each page displayed a Purolabs product in the list’s number one spot. Various advantages of the Purolabs products were listed that related to factors including their formulation, efficacy potency, manufacturing process, online reviews and the brand’s customer service. The disadvantages listed were that the products were “regularly out of stock” and exclusively available online. A link that stated “Learn More >>” directed website visitors to the homepage of the PuroLabs website. Just above that link, the page for collagen supplements featured small text that stated “This website has a direct monetary connection with Purolabs and receives financial compensation when you buy using our links. Rankings may be affected by the relationship we have with product manufacturers and we do not review all products in each category”. In the same position, the page for vitamin B complex instead featured text that stated “Results are based on the Wellness Explorer Rating System and do not necessarily reflect typical results from the use of these products”. The pages’ footer included small text that stated “This site is an advertisement and does not review and rate all products in every category. This website is funded and operated by Purolabs who have an ownership interest in certain products featured on this website”. Text that stated “DISCLOSURE” on the pages’ footer linked website visitors to a page titled “Advertising Disclaimer” with text that stated “Wellness Explorer is a review and comparison website for health and wellness […] Wellness Explorer and its owners have a compensatory or proprietary relationship with some product manufacturers featured on this website. This compensation or ownership interest may affect how and where products appear on the site, including the order in which they appear”.

make the website’s commercial intent clear, including the “ADVERTISING FEATURE” label

13 Food, food supplements and associated health or nutrition claims

• Broadcast code

as an added incentive. Advertisements featuring a promotional offer should ensure a significant … suggest that a balanced and varied diet cannot provide adequate nutrients in general Advertisements … featuring a promotional offer linked to a food product of interest to children must avoid creating a