Why readers should worry about advertising that’s hidden as news

James Kihuria has charged a Nation article with disguising advertising as news. The article, published on Nation.Africa on December 1, is headlined “Memories of colonial Kenya at Nyahururu resort fancy getaway.”

Yes, the article appears to have elements of disguised advertising for the Nyahururu Panari Resort. It highlights the resort’s features, amenities and the allure of the location. It does this in an evocative manner that promotes the resort as an ideal getaway.

The article is by Eddy Ashioya who normally writes the “Mantalk” column in the Saturday Nation. The inclusion in the article of quotes from the resort management detailing its offerings suggests the article aims to attract potential visitors. The details include things like its scenic location, dining options and plans for expansion.

In journalism, accusations of disguised advertising can be contentious. On one hand, storytelling and personal experiences can provide an engaging way to promote a destination. On the other hand, it may mislead readers into thinking they are reading an unbiased piece when it is, in essence, an advertisement.

Ethical concerns, such as Kihuria’s, arise when transparency is lacking and a reader cannot discern promotional content from journalism. Clear labelling of promotional articles as sponsored content or advertiser’s feature can address this issue.

Maintaining credibility

Mr Kihuria suggests the writer might have been a guest of the resort. And based on the content of the article, it is reasonable to conclude this. Or at least he had a close association with it. The detailed descriptions of the resort amenities suggest a level of familiarity that typically comes from being a guest. These include personal experiences and specific mentions of interactions, such as participating in activities like cake mixing with the chefs.

Additionally, the positive portrayal of the resort indicates a possible bias, which is common when a writer has a direct experience with the subject. However, without explicit confirmation from Mr Ashioya whether he was a guest, this remains an inference rather than a certainty. He didn’t respond to my queries about this.

Even so, Mr Ashioya could have made the article appear “clean” and free of any disguised advertising implications by explicitly stating whether he was a guest. Or whether he received any complimentary services or accommodations from the resort. Such transparency is key in maintaining credibility.

In addition, Mr Ashioya could also have included both positive and negative aspects of the resort. This would have provided a more objective viewpoint and help readers form their own opinions. Furthermore, he could have incorporated quotes or insights from other guests or tourism experts. This would have lent an unbiased perspective to the article.

Mr Ashioya could also have discussed Nyahururu more widely as a destination, including information about other attractions and comparisons with other resorts. What’s more, he could have used more neutral language when describing the resort’s features and experiences rather than highly promotional or subjective terms. This would have helped create reportorial integrity.

And rather than heavily emphasising the resort’s offerings, the article could have concentrated more on the overall travel experience, including the journey and other places visited. By incorporating these elements, the article would have conveyed a more balanced and transparent narrative. This could have reduced the perception of disguised advertising.

Disguised advertising

Readers rely on journalism for objective information, which helps them make informed choices. Disguised advertising can mislead readers and impair their ability to evaluate products or services accurately.

Transparency , or how an article is presented, is essential for maintaining trust between NMG and its audiences. When readers discover that content is actually promotional, they may feel deceived, which can erode trust in NMG and its writers.

NMG journalism upholds standards that separate news from advertising. Blurring these lines can undermine its integrity as a whole, leading to skepticism about all published content.

Disguised advertising manipulates readers’ perceptions and emotions. It leverages their trust in journalistic content to promote products without them being aware of the commercial intent.

Moreover, if some content is disguised as editorial while others are clearly labelled as advertising, it creates an uneven playing field. Advertisers who pay for space in a straightforward manner may be at a disadvantage compared to those who manage to get content promoted without disclosure.

The Public Editor is an independent news ombudsman who handles readers’ complaints on editorial matters including accuracy and journalistic standards. Email: [email protected]. Call or text 0721989264