Surreptitious advertising

Surreptitious advertising refers to secretive communication practices that might mislead the public about products or services. According to the Television Without Frontiers (TWF) Directive [1] from the EU, misleading representations of products are considered intentional "in particular if it is done in return for payment or for similar consideration".

References
  1. EU advertising laws can apply to surreptitious ads even if payment not made, rules EC, 13 June 2011
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