BuzzFeed breaks UK ad rules over misleading advertorial

Dylon sponsored article titled '14 Laundry Fails' did not make clear content was piece of marketing, advertising watchdog rules

BuzzFeed has broken the UK advertising rules for failing to make it clear that an article on "14 laundry fails" that promoted Dylon was an online advertorial paid for by the dye brand.

It is the first time BuzzFeed, which has built an international business out of so-called native advertising that creates paid-for articles for brands, has fallen foul of the UK advertising watchdog.