UOKiK initiated proceedings against Ringier Axel Springer Polska and Wirtualna Polska Media
As reported on Wednesday The office of Competition and Consumer Protection, Materials on websites often cooperate with or at the request of advertisers, and each such message should be marked in an appropriate way.
The Office analyzes the use of publications of various types of advertising materials, including sponsored articles, native ads, special campaigns and display ads – handed over. As stated president UOKiK Tomasz Chróstny, quoted in the matter of the action, these actions are aimed at protecting Internet users against hidden advertising and give “the possibility of using the mechanism of choosing whether they read commercial content”.
Check that after examining Material published on websites and the rules of cooperation with advertisers in this regard, the President of the Office on proceedings against companies Ringier Axel Springer poland and Wirtualna Polska Media under the accusation of the origin of the product in error by not marking or indicating the marking of the output parameters of materials from the maintained or delivered websites.
In the opinions of UOKiK, some content analyzes do not have any markings, and others raised doubts as to their transparency and readability. Concerns were expressed about phrases such as “article in collaboration with a partner”, “partner presentation”, “material partner”, “content partner is …”, “service partner”, which consumers could refer as content defined as part of expert cooperation, and which advertising behavior.
Pursuant to the law, materials on websites must be clearly marked to show that their publication is a source of joint cooperation with the advertiser. In the proceedings of the President of the Office, such requirements may mean markings such as “advertising”, “commissioned advertising material” or “sponsored text”. – informed.
The manner in which references to commercial content were published was also questioned. As noted, windows redirecting to messages are often not separated or marked and are not included in the list of information or journalistic content, and online advertising should be immediately marked “in a way that does not raise doubts as to its factual assessment”.
UOKiK that non-disclosure or unclear marking of the advertising nature of the publication may distort the behavior of the ordinary user, making it difficult to request a decision about the desire to obtain material with advertising properties and to contribute to the decision to purchase promoted products and services.
It is unlawful to attempt to appear neutral when publishing content for remuneration or other economic benefit – said the President of UOKiK. – Consumers should immediately check whether an article is an advertisement, whether the material is independent, and publishers must fairly label collaborations – added.
The office informed that if the allegations are confirmed, Ringier Axel Springer poland and Wirtualna Polska Media may incur penalty of 10 percent. rotation. It was also reported that the President of UOKiK is also conducting explanatory proceedings in the case of Agora and the Interia.pl Group in the context of the analysis of the marking of commercial content.