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02 Recognition of marketing communications


Other sections of the Code contain product-specific or audience-specific rules that are intended to protect consumers from misleading marketing communications. For example, the Charity-linked Promotions and Children sections of the Code contain rules that apply, as well as the general rules, to marketing communications that fall under those sections.



Relevant Code

Section 10: Database Practice

Appendix 2

Help Notes

Help Note on Advertisement Features (advertorials)

Advertising Virals


2.1    Marketing communications must be obviously identifiable as such.

2.2    Unsolicited e-mail marketing communications must be obviously identifiable as marketing communications without the need to open them (see rule 10.6).

2.3    Marketing communications must not falsely claim or imply that the marketer is acting as a consumer or for purposes outside its trade, business, craft or profession; marketing communications must make clear their commercial intent, if that is not obvious from the context.

2.4    Marketers and publishers must make clear that advertorials are marketing communications; for example, by heading them “advertisement feature”.

Back to Codes

Previous: 01 Compliance

Next: 03 Misleading advertising

AdviceOnline Database

Help Notes

Check out our Help Notes for formal regulatory guidance on the application of the Advertising Codes.

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