Paid Spokespersons Blur Line Between News and Ads

By Andrew Gauthier 

Los Angeles Times

With summer ending, local television news stations recently rolled out their back-to-school features. In 10 big cities, that meant an appearance by a young mother and “toy expert” named Elizabeth Werner.

Werner whipped through pitches for seven toys in just a few minutes. Perky and positive-plus, Werner seemed to wow morning news people in towns like Detroit, Atlanta and Phoenix. They oohed and aahed as they smelled Play-Doh, poked at mechanical bugs and strummed an electronic guitar she brought to the studio.

Advertisement

Though parents might have welcomed the advice, and even bought some of the toys, they probably would have liked to know that Werner serves as a spokeswoman for hire More…

Advertisement