On BuzzFeed, advertising IS content.
Adam Rifkin stashed this in You are the product.
Megan Rose Dickey writes:
BuzzFeed clearly states if a post is sponsored on the article page itself. But once you're on a sponsored post page, it's not very clear if the additional content it's promoting in the sidebar is sponsored or not, Sullivan writes.
Take a look at the screenshot below, and try to guess which of the "Top Posts" are sponsored by Sony.
It turns out that they're all sponsored posts.
"Once you slip into the advertorial vortex at Buzzfeed, everything that is advertizing appears as non-advertizing," Sullivan writes. "Just keep clicking. When you’re on Buzzfeed proper (if that’s the right term), the sponsored posts are delineated, ethically, as I noted above, by an off-white color background that subtly makes them different and an acknowledgment of the sponsor."
I like the phrase "advertorial vortex" ... :)