TVNZ tweaks Cadbury advertising page after claims it looks like news
With BEFORE and AFTER photos.
TVNZ has tweaked the design of a Cadbury advertising page on its website after accusations it looked like a news page.
The page, part of the state broadcaster's new Extra Mile advertorial series, features interviews by Wallace Chapman, best known as the host of TVNZ7 political panel show Back Benches (shortly moving to Sky TV's Prime channel).
This morning the Extra Mile page was tweaked to remove a block displaying TVNZ news stories.
"We’re not taking down the material," spokeswoman Megan Richards told NBR ONLINE.
"We’ve just removed a link to ONE News which could have led people to think Wallace’s interviews were part of the news, and we have added a line ['Advertising feature' top right of screen shots below] to make it clear this is paid content."
Russell Brown was among those who criticised the campaign via social media this morning.
"Woah. That Cadbury advertorial looks very, very close to editorial on the TVNZ site," he tweeted.
The Extra Mile page maintains the same general look and feel as a TVNZ news page.
Here's how it looked early this morning, then around 11am:
BEFORE:
(Click image to zoom)
AFTER:
(Click image to zoom)
The clips fronted by Mr Chapman (which also screen on TV ONE) push a slick PR message, emphasising fair trade and ignoring controversy over Cadbury's use of palm oil.
On its website, the company says it still uses palm oil in some products sold in New Zealand, but claims it is sustainable.
Maybe a claim Mr Chapman could investigate when he returns to his regular role.
NBR staff
Tue, 25 Sep 2012
Tue, 25 Sep 2012
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TVNZ tweaks Cadbury advertising page after claims it looks like news
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