It should be quite obvious to the reader, if a writer has received gifts or travel in connection with articles about different products.

It beats the Consumer firm, and has, therefore, Egmont Publishing, which among other things publishes Eurowoman and Euroman, now amended its ethical guidelines for the acceptance of gifts and hidden advertising.

It informs the former in a press release in which it also sounds that the previous guidelines did not live up to the law’s prohibition of surreptitious advertising.

Something, which, among other things DR-the program ‘Detector’ several times has uncovered. In the programme showed, among other things, that the editors made the articles based on the gifts they had received.

Thus was the border between what is real journalism and what is commercial content, blurred. But it’s not, says the consumer ombudsman, Christina Toftegaard Nielsen:

“Readers of both magazines as other publications must not be in doubt, whether it is an independent editorial coverage, the reader, or the writer has been given the product, which the writer commends. This applies whether it is a printed or digital medium.”

“the Rules are clear. Readers must be able to distinguish between editorial and advertising. It applies to all media, whether in print or on the web, and whether you are a media house or an influent.”

After the debate between Egmont Publishing and the Consumer ombudsman is the former’s ethical rules therefore been amended so that they now comply with the Danish marketing practices act.