Argos has criticised a Reach regional newsbrand’s marketing partner after an “advertorial” article promoting the retailer fell afoul of the UK advertising standards code.
A landing page on the Hull Live website and a Facebook post on 23 January advertised a heater from Argos with affiliate links to buy the product.
The landing page article, (pictured, left) featured the headline, “The £32 portable heater that Argos shoppers say warms a room ‘instantly’” and the subheading, “Many say they have switched off their central heating since buying the device”.
Underneath, text that was smaller than that used in the body of the article stated: “This article contains affiliate links, we may receive a commission on any sales we generate from it. Learn more”.
The brand and the publisher have been ordered by the Advertising Standards Authority not to run the ad again in its current form because it was not easily identifiable as paid-for marketing content.
However, in its response to the ASA’s investigation, Argos said it was “disappointed with the third-party advertorial” and explained it had had “no input” into the article or contact with Reach.
Argos explained it had an affiliate programme through a third party, which Reach had signed up to. The article was “organic content” written by the publisher using customer reviews and not information from the Argos website. The publisher received commission from any sale that resulted from a click through on the article, but otherwise Argos said it had no involvement with the article.
Reach told the ASA that the article was originally an editorial piece based on customer reviews of the product. It then was changed to an “affiliate piece”.
It is the second time within six months that Argos has been censured by the ASA, which enforces the Committee of Advertising Practice Code in the UK. In October it breached the code for promoting XBox consoles on its website with “misleading” language.
