Times and advertising methods change, but the CMM remains committed to the principle that advertisements should differ from journalistic content. Sometimes, the interpretation can be surprisingly difficult.
Hidden advertising is one of the most common topics the CMM has to deal with. First, it was print newspapers that were under scrutiny: advertisements were made to look too similar to the news pages. Nowadays, the CMM receives a lot of complaints about advertisements on media outlets’ websites that look too much like journalistic content. The CMM also often examines blogs published by various media for the same reason.
Adapted from “From scandal to another”. The exhibition of the 50th Anniversary of the Finnish Council for Mass Media.