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K Sparre Labels and beyond Sage Advance.docx (69.79 kB)

Labels and beyond: Mapping the ways national Danish news brands signal commercial intent to users in their online editorial-looking adverts

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posted on 2018-11-15, 18:17 authored by Kirsten SparreKirsten Sparre
This paper analyses the ways in which eight national Danish news brands label their online editorial-looking advertising with labels, logos, bylines, and explanatory disclaimer texts. The practices are different and uneven, and whilst they largely comply with current legislation on labelling of advertising, they do little to help users build schemas and literacy to understand and handle this new form of advertising. The paper concludes by pointing to a number of questions that should be explored in future research on the ability of readers to recognise editorial-looking advertising as advertising.


Declaration of conflicts of interest

No conflicts of interest

Corresponding author email

Lead author country

  • Denmark

Lead author job role

  • Higher Education Lecturer

Lead author institution

Danish School of Media and Journalism & Aarhus University


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