Advertorial

An advertorial is an advertisement in the form of editorial content. The term "advertorial" is a blend (see portmanteau) of the words "advertisement" and "editorial." Merriam-Webster dates the origin of the word to 1946.^[1]

In printed publications, the advertisement is usually written to resemble an objective article and designed to ostensibly look like a legitimate and independent news story. In television, the advertisement is similar to a short infomercial presentation of products or services. These can either be in the form of a television commercial or as a segment on a talk show or variety show. In radio, these can take the form of a radio commercial or a discussion between the announcer and representative. The concept of internet-based advertorials is linked to native advertising; however, whether the two terms are synonymous is contested.^[2][3]

Advertorials, especially those that are not clearly disclosed, are the subject of controversy in journalism ethics and marketing ethics. Researchers have found that they often mislead readers who are unaware of their origin, co-opting and damaging a publication's reputation.^[4][5] As many as two thirds of readers confuse advertorials for reporting, according to a 2016 study.^[6]