Hidden Advertising in Latvian media. Lesson overview Advertisers’ interests Public’s interests Media’s interests Ethics and Law Is hidden advertising

Hidden Advertising in Latvian media

Lesson overview

Advertisers’ interests Public’s interests Media’s interests Ethics and Law Is hidden advertising corruption? Indications of hidden advertising Latvian cases Discussion

Advertiser’s interests

Advertising - major source of financing for media companies (other main sources: sales of newspapers, subscription fee, state support)

Advertisers use media to present goods and services in a positive light

Advertisers pay media that deliver the right kind of audience for their advertisement.

Advertisers like media that focus on information that could increase their sales (bad drinking water – mineral water, problems in state hospitals – private hospitals, pollution – cars?)

Advertiser’s interests

Advertisers want to get the best effect - difference in putting the ad as an island, in the beginning, middle or end of a block of ads - be exclusive, be frequent and be regular

Advertisers dream of being invited to TV and radio programs as competent guests, to be able to address a wider audience without having the “ad tag”

Advertisers can never pay for hidden advertising to media that does not want to have money for hidden advertising

Public’s interests The public want to trust the information from the media companies

If the public can trust, they must believe that editorial-journalistic material is made in an independent and unbiased manner

The public must thus know when they read/watch/listen to editorial/journalistic information and when they read/watch/listen to ads

Public’s interests

If the public don’t feel the division or firewall between journalism and advertising they will loose trust in information from media companies, possibly stop to buy it

A public that doesn’t know what is ads and what is journalistic material does not have the preconditions for making up their minds and making decision in an independent manner

If the public can not make independent decision, a democracy can not function

Media interests

Media can serve the advertisers or serve the public

Media’s role is primarily to serve the public

Media is supposed to divide advertising and news material and not masquerade advertising as news

In serving the public and making honest and impartial news media makes all decisions on the program or story themselves, including whom to interview, topic selection, research, script writing and final editing without influence from anybody from outside

Key question

Whose pressure is the strongest?

the pressure from the advertisers? the pressure from the public? the pressure from the media?

Open and Hidden Advertising

Open advertising is information about commercial goods and services, people, politicians and others that is placed in a newspaper, internet portal, radio or TV program and is clearly divided from journalistic information visually and or by sound and that is paid for officially.

Hidden advertising is to positively or negatively report about commercial goods and services, people, politicians and others against pay or other agreement and not as a result of a journalistic evaluation

Effects of hidden advertising

Short-term effects (if not detected)

Long-term effects (if detected)

On advertisers

More sale Less saleLoss of credibility

On public Receives biased infoCan make choices on faulty ground

Loss of trust in mediaLoss of trust in products and services

On media More income Less incomeLoss of credibility

Key questions

Will the public be wise and educated enough to detect hidden advertising?

Will media be ethical and strong enough to resist temptations of possible short-term financial profits?

Media Ethics and Latvian Laws

Code of ethics Law on Advertising Law on Radio and TV

Code of Ethics Not make advertising as story

Not give signals to advertisers and sponsors that they can get a favorable story about themselves if they provide a big ad or sponsor a program

Not take orders from people outside the editorial staff

Not mention events that carry sponsor’s name

Not wear sponsored clothes or cars

Not accept any other advantages from possible advertisers or sponsors

Code of Ethics Not accept pay or any other benefits for interviewing people

Not use directly and uncritically PR material

Freelancers must inform about incomes for programs that they make

Not use false news and photos to make negative stories about competitors

Not keep quiet about matters subject to critical comments because of pressure from advertisers and sponsors

Not show only one side of a story due to pressure from advertisers or sponsors

Latvian Law on Advertising

The distributer of the advertisement must divide the advertisement from other forms of information

Latvian Law on Radio and TV

Advertising and TV shop can not exceed 20 % of the total broadcasting time per day. The advertising time can not exceed 15 % of the total broadcasting time per day

The broadcasting time for advertising and TV shop can not exceed 20 % (12 minutes) per hour. In programs defined as National Order program the percentage can not exceed 10 (6 minutes)

Hidden advertising and hidden TV shop is illegal

Except for self-advertising it is not legal in advertising and TV shop to use the image and voice material of persons that on a regular basis head the news report or other programs focusing on current problems in the society

Latvian Law on Radio and TV

If a program is sponsored, this has to clearly shown at the start or in the end of the program by giving the name of the sponsor and the company’s logo

The sponsor can not influence the content and the choice of time of distribution of the sponsored program and thus limiting the broadcasting organization’s editorial independence

In the sponsored program it is not allowed to advertise products or services of the sponsorer including direct or invitational signs regarding the purchase or rent of the product or service

It is prohibited to sponsor news (except for narrow tematic news) (!) or programs focusing on current problems in the society

Is hidden advertising corruption?

Medical corruption – we pay one official sum to get treatment, pay another sum unofficially to avoid lines and get a better treatment

Construction corruption – companies pay one official sum to take part in a construction competition, pay another sum unofficially to win the competition

Media corruption – advertisers pay one sum officially for ads, another sum unofficially for hidden advertising to get better sales

Indicators of hidden advertising

It does not have to be hidden advertising, could also be poor journalism, the more systematic the more suspicious


A) the material is one-sided or uncritical

In the interview there are only pleasant questions or only unpleasant questions, the attitude of the journalist is seen, shaking his head, moving his head etc.

In the material there is very often refered to unofficial information, to unanimous sources

Very often emotional words are used in the program/story, positive or negative, praising or slaughtering


A) the material is one-sided or uncritical

There is information only about what one part of the story or program thinks

There is an invitation to support or not to support somebody or something, or to buy or not to buy something


B) The material shows up without a clear, obvious reason other than to popularize or slander a person or a product, here the word obvious refers to the context, what does the media usually make stories about for the informed reader, spectator, listener, based on what people generally would understand is current and important

A person, party or company is very often reflected or portrayed in a very positive or negative way, huge coverage for events of giving

There is much information about a person’s life that is not connected to his professional job


PR material is used in the program

Advertising visually and in other respect copies or looks like a normal journalistic story/program and is not clearly presented as advertising

Advertising for a company or party appear visually or in other ways in the background when a report is made

A person is reguarly invited to give expert comments in his field of operations when there are other well-qualified experts on the market, as well – bank directors, politicians


C) Sponsoring of thematic news or current programs where a representative from the company or linked to the company sponsoring the program takes part or a person speaking positively about the company or something that could be in the interest of the company sponsoring the program takes part, examples beer company reps, bank reps, restaurant reps, local governments

Latvian cases

Election cases Other cases

Pre-election monitoring 2001

Monitoring of the Latvian 12 national and regional newspapers as well as 4 national TV stations prior to the local elections Monitoring organized by the Soros Foundation and Delna (Transparency International Latvia) Press monitored from February 10 – March 10, 2001 TV stations monitored from February 28 – March 12 Final day of local elections: March 11

Pre-election monitoring 2001

Objective: To monitor the press or TV stations in the pre-election period in order to find out whether there is journalistic material that can be classified as hidden political advertising Journalists’ comments and editorials were not analyzed Found cases do not immediate imply that they are hidden political advertising, but they show that professional and ethical principals in journalism have been broken that again can be both a result of ‘buying the media’ and/or lack of professionalism.

TV monitoring 2001

TV monitoring of: Latvian State TV – Program 1 (LTV-1) Latvian State TV – Program 2 (LTV-2) Latvian Independent TV – (LNT) TV3

111 videotapes with all programs except for series and entertainment programs where politicians did not take part – totally approximately 20 000 minutes – monitored by Vidzeme students

TV monitoring 2001

Number of suspicious cases in TV stations

0

20

40

60

80

100

120

LNT LTV-2 TV3 LTV

TV channel Number of suspicious cases

Number of cases in percent of total number of cases

LNT 109 51%

LTV2 78 36%

TV3 15 7%

LTV1 13 6%

In total 215 100%

TV monitoring 2001

Number of suspicious cases in by TV programs

0

20

40

60

80

LNT Brokastis Biznesa Ekonomika Medicīna un mēs Viļņa Ruļļa sarunas Vēlēšanas gaidot

TV channel Program Number of suspicious cases (in actual numbers)

LNT "LNT Brokastis" 80

LTV-2 "Biznesa ekonomika, Diskusija. Apskats. Smaids"

37

LTV-2 "Medicīna un mēs" 8

LNT "Vēlēšanas gaidot" 8

LNT "Viļņa Ruļļa sarunas" 8

TV monitoring 2001 example

LTV-2 “Biznesa ekonomika. Diskusija. Apskats. Smaids.”

several interviews with candidates from LC and TB/LNNK, candidates from PCTVL and TP not invited at all simple and pleasant questions portrayal interviews superlatives used by leading journalist in describing the guests became more and more positive advertising in the program very much look like the material in the program

TV monitoring 2001 example

LNT LNT Brokastis, Vēlēšanas gaidot, Viļņa Ruļļa sarunas, Egila Zariņa rīta mikslis, Balzams dvēselei, Egila Zariņa gardēžu klubs, Baibas Auzānes Mājas akadēmija often the politicians were not presented as persons that are candidates for the local elections overall easy and pleasant questions

LNT Sunday news – Nedēļa refering to inofficial information, rumors, unanimous sources

TV monitoring 2001

Interviews with candidates in all TV stations by party

0

10

20

30

40

50

60

70

LC TB/LNNK TP DP LSDSP LZS LP LDP PCTVL LC,TP,KDS

Party Number of interviews

In percent of total

LC 62 43%

TB/LNNK 28 19%

TP 21 14%

DP 10 7%

LSDSP 8 6%

LZS 6 4%

LP 4 3%

LDP 3 2%

PCTVL 2 1,3%

LC,TP,KDS 1 0,7%

In total 145 100%

TV monitoring 2001

Interviews with candidates in all TV stations by politician

0

2

4

6

8

10

12

14

Poča Blonskis Krastiņš Kalnkaziņš Kosītis Ozols Boka Vīksna

Name of candidate (party) Number of interviews

Aija Poča (LC) 14

Aloizs Blonskis (LC) 12

Edmunds Krastiņš (TP) 9

Agnis Kalnkaziņš (TP) 9

Valdis Kalnozols (TB/LNNK) 8

Jānis KKosītis (LC) 7

Jānis Ozols (LC) 7

Viesturs Boka (TB/LNNK) 6

Ludmila Vīksna (LC) 5

Press monitoring 2001

6 national newspapers: Lauku Avīze, Diena, NRA, Rīgas Balss, Час, Панорама Латвии

6 regional newspapers: Liesma, Rēzeknes Vēstis, Zemgales Ziņas, Zemgales Ziņas, Kurzemes Vārds, Ventas Balss, Миллион


one-sided/uncritical (11%)

popularize/slander (83 %)

both (8 %)

232 suspicious cases found


62 % of cases in 3 Russian-language newspapers 24 % of cases in local newspapers

In total

LocalRussian

0

50

100

150

200

250

In total

Local

Russian


Suspicious cases in national newspapers

One-si

dedne

ss/un

crit..

.

Popula

rize/ s

lande

r

Both

Diena

Lauku Avize

Час

0

10

20

30

40

50

60

70

Diena

NRA

Lauku Avize

Rigas Balss1

Час

Панорама Латвии


Suspicious cases in local newspapers Ventas Balss

Zemgales Ziņas

Kurzemes Vārds

0

5

10

15

20

25

30

35

Ventas Balss

Rēzeknes Vēstis

Zemgales Ziņas

Liesma

Kurzemes Vārds

Миллион


5 problems seen in 78 % of the stories with suspicious material

0

10

20

30

40

50

60

70

Problems

Ads not marked

"Pseudo" news

Positive interviews

Missing views

Non-political positiveinformation

Миллион

Press and TV monitoring 2001

Reactions Negative articles Positive articles Threats of court case

Media monitoring 2002

Project continued Press – monitoring of 56 newspapers for 60 days (August 5 – October 5, 2002)

17 national newspapers (dailies and weeklies) 39 regional/local newspapers

Media monitoring 2002

Project continued TV – monitoring of 5 TV stations

LTV-1, LTV-2, LNT, TV3, TV5 Radio – monitoring of 8 radio stations

LR1, LR2, LR4, SWH, SWH+, Radio Skonto, Mix FM, PIK

Random analysis from August 5 – September 3 Analysis of all programs from September 6 – October 6

TV monitoring 2001- 2002

0

20

40

60

80

100

120

LNT LTV-2 TV3 LTV

2001: period of analysis: 13 days2002: period of analysis: 39 days

Press monitoring 2001- 2002

0

100

200

300

400

500

600

Numbers of suspicious cases in press

2001: period of analysis: 30 days2001: 12 papers analyzed2002: period of analysis: 60 days2002: 56 papers analyzed

Radio monitoring 2002

0

20

40

60

80

100

LR1 LR2 LR4 SWH SWH+ Skonto Mix FM Radio PIK

Radio PIK: 100 out of 103 suspicious cases


Suspicious cases in national newspapers in Latvian

3

10

16

17

4

4

0 5 10 15 20

Diena

Jaunā avīze

Neatkarīgā Rīta Avīze

Lauku Avīze

Rīgas Balss

Vakara Ziņas


Overview of parties reflected in a positive way in national newspaper in Latvian

11

6 65

2 21

1 1 1

0

2

4

6

8

10

12

Latvijasceļš

Tautaspartija

LSDSP J aunaislaiks

LPP Centrs TB/LNNK Latviešupartija

ZZS SDS


Overview of parties reflected in a negative way in national newspaper in Latvian

11

2

1

3

0

2

4

6

8

10

12

TP LC JL LPP


Suspicious cases in national newspapers in Russian

6

27

69

14

16

75

10

21

0 10 20 30 40 50 60 70 80

7 Sekretov

Čas

Panorama Latvii

Subbota

Telegraf

Vesti Segodnja

Vesti

Večerņaja Riga


Negative (blue) and positive (red) coverage of political parties in national newspapers in Russian

0

20

40

60

80

100

120

140

SLP LPP JL PCTVL LSDSP ZZS

Local Suspicious cases in local newspapers in Latvian

139

8777

66

555

44444

3333333

2222

111111

0 2 4 6 8 10 12 14

Tukuma Ziòotâjs

Talsu Vçstis

Kurzemnieks

Rîgas Apriòí a Avîze

Stars

Ziemïlatvija

Dzirkstele

Zemgale

Brîvâ Daugava

Kurzemes Vârds

Saldus Zeme

Auseklis

Ogres Vçstis

Rezeknes Vestis

Zemgales Ziòas

Vietçjâ

Bauskas dzîve

Druva

Latgales Laiks

Madonas Ziòas

Staburags

Vaduguns

Ventas Balss

Ludzas Zeme

Liesma

Liepâjas Acis

Novadnieks

Alûksnes Ziòas

Ezerzeme

J aunais Vçstnesis

Kursas Laiks

Neatkarîgâs Tukuma Ziòas

Ogres Zinas

Local press monitoring 2002

Overview of parties reflected in a positive way in local newspaper in Latvian

1

1

3

3

3

5

8

12

14

18

31

33

0 5 10 15 20 25 30 35

Latviešu partija

Brīvības partija

SDS

ZZS

PCTVL

Centrs

JL

LPP

LSDSP

TB/LNNK

LC

TP

Local press 2002

Suspicious cases in local newspapers in Russian

47

29

8 62 1 1

0

5

10

15

20

25

30

35

40

45

50

Миллион Динабургсегодня

Наша газета Сейчас КапиталЛатгалии

Новаяназета

ПанорамаРезекне

Local press 2002

Overview of parties reflected in a positive way in local newspaper in Russian

30

8

15

11

10

7

1

1

4

5

2

0 5 10 15 20 25 30 35

Latgales gaisma

PCTVL

Latvijas brīvības partija

Latvijas pirmā partija

LSDRP

SDS

Tautas partija

Latvijas ceļš

LSDLP

J aunais laiks

ZZS

Other cases

Sponsored news Interviews with ministers and mayors “Commercial news” Business people portrayals Higher educaction cases

Discussion

Relationship between media ownership and hidden advertising in Latvia and Lithuania

Thank you!

Documents

Hidden Advertising in Latvian media. Lesson overview Advertisers’ interests Public’s interests Media’s interests Ethics and Law Is hidden advertising