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The September issue of Marie Claire features a 16-page insert called “The Savvy Girl’s Guide to Football.” Like a lot of magazine content, it doesn’t look sponsored, but it is. The NFL paid to have the content in the magazine as part of a continuing effort to increase its appeal with women. Since 2002, the percentage of women watching the Super Bowl has increased from 14% to 46%. The NFL has also expanded its line of apparel for women, offering a wide range of clothing and accessories. Some of this apparel is featured in Marie Claire.
According to AdAge:
The guide represents the increasingly collaborative relationship between the editorial and business sides of publishing. The editorial team at Marie Claire produced the content, which includes tips on hosting a Super Bowl party and a guide to “quarterback bromances,” on its own. But the magazine wouldn’t likely have dedicated so many pages to football without a sponsor.
The NFL is also sponsoring content in upcoming issues of Vogue, Us Weekly, and Cosmopolitan.
Our Ad Alerts are not just about false and deceptive marketing issues, but may also be about ads that, although not necessarily deceptive, should be viewed with caution. Ad Alerts can also be about single issues and may not include a comprehensive list of all marketing issues relating to the brand discussed.
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