ASA finds several “homepage headlines” and articles published on MailOnline to be in breach of the CAP Code on the basis that they were not obviously identifiable as marketing communications despite incorporating affiliate advertising links – 21 December 2022

The ASA carried out an investigation into various: (a) headlines (or short form articles), (b) long form articles, and (c) a “Femail Fashion Finder box” included within an article concerning influencer Molly-Mae Hague, all of which have appeared on MailOnline over the past two years and have incorporated affiliate advertising links (many of which related to fashion items). The ASA concluded that the headlines, articles, and content featured in the Femail Fashion Finder box all constituted advertisements and therefore fell under the remit of the CAP Code. Despite this, the content was, in each case, not made obviously identifiable by MailOnline as a marketing communication and therefore fell foul of the rules.

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