Evaluating information - celebrity endorsements and advertising

Evaluating information

In the LRC we are always keen to encourage students (and staff) to be careful when using the internet for finding information. We want everyone to look critically at the information they find before deciding whether it can be used as a source for an assignment.

Advertising and celebrity endorsements

Be aware of websites - especially company websites - which are selling something. If hairdressing and beauty students are looking for information on the human skin, for example, they may find plenty of websites from companies selling skin products which also have pages explaining how the skin works. Much of this information may be correct and they may have consulted with dermatologists but they will probably have paid them to give information that helps sell their product (and perhaps leave out other information), for example. We would recommend using our Primal anatomy online resource, for example, as an alternative.

With the royal engagement this week, some magazines are talking about Meghan Markle the brand and what products she uses. Companies search for high profile people to say they use their products as this can make a lot of difference. Do you look at a celebrity social media account, for example, and decide a product must be good if favourite celebrity uses it?This is called influencer marketing and can be very subtle. Companies can even dress adverts up as news stories. See the South Park video below for a humorous take on this.

 However, Celebrity endorsements do not mean that the products are necessarily the best and the Advertising Standards Authority have ruled that it is now illegal for a celebrity to endorse a product without indicating this in any posts they make on social media.

Listen to a BBC podcast here about why you cannot always trust adverts online.

How do I know if what I read online is an advert?

All celebrity social media accounts (twitter, vlogs, blogs etc) must now by law indicate whether any content is a result of a commercial relationship - i.e. the celebrity is being paid to endorse a product by the company which makes it (i.e. there is a commercial relationship). You will also notice that Google indicates where it's results (usually first in the list) are adverts - so you know they have been paid to put these results first rather than that they are necessarily most relevant to your search. So, think twice where there is #ad  or #adfeature in an online post or website and avoid using the content in an assignment. Smilarly you might also notice the phrases "sponsored content" or "ad or promotion". Avoid this content and instead look for information from recognised organisations (charities, government departments, authorities, associations) or academic institutions. Look for the About link to find out about the organisation/ person behind the website.

The Advertising Standards Authority have more information on this on their website.
Have a look at their advice on identifying when something is an advert.
If you are a marketing student, you may like to read about the Oreo lick race case which led to this standard being introduced or even better read the article through our Infotrac resource.