Google is Advertising in Print Magazines and You Can’t Tell
Perhaps you would buy a smartphone for its camera if you knew it was used to photograph the rapper Cardi B on the cover of W magazine. Or actress Angela Bassett on the cover of Allure. Or Ryan Gosling on the cover of GQ.
If so, you might prefer to know that the company pushing this phone—Google in this case—paid for this partnership, and that the magazine, owned by publisher Conde Nast, made a business decision rather than expressing an aesthetic or technological preference. You may want to know photographers didn’t necessarily decide that this was the ideal device.
Regardless of your personal preferences, federal advertising guidelines in the US certainly require such disclosures. In advertising, “the watchword is transparency,” according to the Federal Trade Commission. Consumers need to know when they are looking at paid promotional materials.