Online endorsements

Three companies have provided undertakings to the CMA that will ensure all advertising and other marketing in articles and blogs is clearly labelled.

• From: Competition and Markets Authority
• Published: 19 June 2015
• Last updated: 4 April 2016 — See all updates

• Case type: Consumer enforcement
• Case state: Closed
• Market sector: Communications
• Outcome: Consumer enforcement - undertakings
• Opened: 19 June 2015
• Closed: 4 April 2016

Case closed

4 April 2016: MYJAR, Starcom Mediavest and TAN Media have all provided undertakings to the CMA that they will ensure all advertising and other marketing in articles and blogs is clearly labelled or identified so that it is distinguishable from the opinion of a journalist or blogger.

The undertakings were secured following a CMA investigation under its consumer enforcement powers. The CMA’s investigation found two marketing companies, Starcom Mediavest and TAN Media, arranged for undisclosed advertising in online articles and blogs on behalf of MYJAR, a short-term loan provider. This activity was carried out as part of their search engine optimisation (SEO) activities.

The CMA has also written to 13 marketing companies, 20 businesses that use the services of marketing companies and 33 publishers of online articles and blogs, to warn them that helping to arrange or publish advertising or other marketing that is not clearly distinguishable from the opinion of a journalist or blogger may result in them breaking the law.

• MYJAR undertakings (4.4.16)
• Starcom Media undertakings (4.4.16)
• TAN Media undertakings (4.4.16)
• Open letter to marketing professionals (4.4.16)
• Open letter to online publishers (4.4.16)
• Press release: CMA tackles undisclosed advertising online (4.4.16)
• Online endorsements: being open and honest with your audience (19.6.15)

Case opened

19 June 2015: Following the CMA’s call for information on online reviews and endorsements, the CMA has opened an investigation using its consumer enforcement powers into a number of companies in connection with the potential non-disclosure of paid endorsements.

Contacts

Team leader

Jennifer West (jennifer.west@cma.gsi.gov.uk, 020 3738 6922)

Project director

Jon Riley (jon.riley@cma.gsi.gov.uk, 020 3738 6143)

Senior responsible officer

Nisha Arora (nisha.arora@cma.gsi.gov.uk, 020 3738 6853)

Published 19 June 2015
Last updated 4 April 2016 + show all updates

1. 4 April 2016

   Case closed: undertakings and open letters published.

2. 19 June 2015

   First published.