Podcast ads must be ‘clear and upfront’, says new guidance from the Committee of Advertising Practice (CAP), following its research on how audiences perceive the audio advertisements.
Working with the Advertising Standards Authority (ASA), CAP’s research focused particularly on how brands and publishers can ensure that audio adverts read aloud by podcast hosts are clearly identifiable as such.
Podcasting has accelerated in popularity over the past few years, allowing advertisers to speak directly to consumers, while a focus on specialist topics and intimate format means listeners typically have a higher level of engagement than with other media.
This raised concerns for regulators looking to ensure adverts are clearly identifiable as such.
The CAP research – which followed an ASA ruling in 2022 – showed that, while people have a more intimate connection with podcast hosts, this also means they want clearer distinctions between paid-for adverts and content.
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It was found that podcast listeners value a clear, up-front label at the start of ads. The most well-recognised terms were ‘paid-for advertisement’ and ‘sponsored’, and the new CAP guidance strongly advises advertisers to use a variation of one of these labels.
It was found that phrases like ‘partnered with’ or ‘friend of the show’ had potential to be confusing.
Consumers also found it easier to recognise ads when music or sound effects were used to mark the ad as different from the surrounding content.
Because audiences intrinsically place their trust in podcast hosts, they also want more care to be taken surrounding personal testimonials, particularly for sensitive topics such as mental health or finance.
The new guidance has been developed and published as a result of this research and makes it clear exactly what the rules are for helping listeners identify podcast ads.
It also reminds marketers that podcast ads are subject to the rest of the non-broadcast advertising rules, which cover subjects from health products to promotional marketing, and should not contain anything to mislead consumers or cause harm or serious or widespread offence.
“Podcasts command huge audiences and are a very popular way for people to access fun, informative and engaging media for free, and we recognise that advertising is the primary way most of this content is funded,” said project lead Beth Erwin.
“Our research shows that people want there to be clear delineation between ads and editorial content, and there’s a risk that people may feel misled if they can’t hear the difference. That’s why it’s important for advertisers, as they do in other media, to stick to the rules in this space.
“This new guidance makes it clear exactly what we expect. Listeners shouldn’t have to play detective in working out what is an ad and what isn’t. By being upfront and clear about when an ad appears, podcasters can continue to build the connection with their audience and avoid eroding the trust and authenticity they’ve spent time and effort building.”
The guidance will take effect following a three-month grace period, on 16 August 2024.
