Abstract This study examines whether journalists and bloggers label paid content. In Germany, as in many other countries, advertorials have to be designated as advertising to enable the target audience to identify the promotional character of the content. This applies both to the traditional mass media and to blogs, for which advertorials provide a key source of income. To date, there have been no empirical findings on the designation practice based on a comparison of journalists and bloggers. The present study presents an online survey in Germany completed by 936 journalists and 463 bloggers in 2017. The results indicate that, in fact, bloggers do not label advertorials less frequently than journalists do: 91.6 % of bloggers and 91.7 % of journalists stated that they label paid content as advertising.

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好记者，坏博客？博客和新闻中付费内容标签的研究

摘要这项研究研究了记者和博客作者是否标记了付费内容。在德国，与其他许多国家一样，必须将广告指定为广告，以使目标受众能够识别内容的促销性。这既适用于传统的大众媒体，也适用于博客，博客的广告主为此提供了主要收入来源。迄今为止，还没有基于对记者和博客作者的比较而得出的关于指定实践的经验发现。本研究提出了一项德国在线调查，该调查于2017年由936名记者和463名博客作者完成。结果表明，实际上，博客作者对广告主的标签使用频率不及新闻记者：91.6％的博客作者和91.7％的新闻工作者表示将付费内容标记为广告。