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Guardian Pitches Independence to Americans; FDA Letters Go Deep on TV Drug Ads; Judge Weighs Remedies for Google’s Ad Tech Monopoly
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Welcome back. Today, a U.K. newspaper plays up its independent ownership; the surreal world of pharmaceutical commercials comes in for new analysis; and Google’s place in ad tech could be in for a change.
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The Guardian aims to bolster its U.S. advertising revenue, which totaled around $20 million in the most recent fiscal year. Photo: Vuk Valcic/Zuma Press
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U.K.-based, left-leaning newspaper the Guardian has embarked on a month-long, million-dollar U.S. ad campaign promoting its independence and reporting on subjects beyond President Trump, Katie Deighton reports.
Ads will highlight the Guardian’s reporting on the coming FIFA World Cup in North America and climate change, for example, under the tagline “journalism that’s global, independent and free.”
The Guardian, part of the Scott Trust, is free to read online. It relies for revenue on reader donations, advertising, metered app access and sales of its print edition in the U.K.
“Where the difference on Trump comes into this campaign is the word ‘independent,’” U.S. Editor Betsy Reed said. “We’re not going to have a billionaire owner…and we’re not a big network with a corporate owner concerned about regulatory issues,” she added.
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Content from our sponsor: Deloitte
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GoDaddy CMO: Invest in Storytelling, Be an Interpreter
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GoDaddy CMO Fara Howard emphasizes the importance of taking time to understand the business and embracing AI in creative experimentation. Read More
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A scene from a Pfizer ad for its Velsipity pill for ulcerative colitis.
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The Food and Drug Administration’s recent raft of warning letters over drug commercials goes further than past efforts by critiquing effectiveness claims, narrative arcs and visuals, Joseph Walker and Suzanne Vranica write.
“The claim, ‘don’t fear the fungus’ minimizes the condition,” the FDA wrote Bausch Health about its ad for a toenail-fungus treatment, “creating an implication that it is easily treated and cured with Jublia and the condition should not be feared by patients.”
“The magnitude of change depicted in the visuals implies a greater improvement in clinical remission than had been demonstrated,” the agency told Pfizer about an ad depicting ulcerative colitis as a red, five-eyed creature that tears through a man’s home—until Velsipity transforms it into a blue, puppyish companion.
“I was pleasantly surprised to see that they were actually looking at the claims in these broadcast ads and trying to correlate them with what the evidence actually showed,” said Dr. Steven Woloshin at the Dartmouth Institute for Health Policy and Clinical Practice. “People have been aware for a long time that the ads seem to overpromise.”
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Trunk shows held in places like Nantucket, San Francisco and Seattle last year by Marfa Stance founder Georgia Dant. The brand’s parkas and coats, which start at $1,395, have become cult items among Hamptons moms and Aspen art collectors.
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Google benefited in one antitrust case because the judge found AI was creating new compeition, but the ad tech now in focus hasn't been changed as much. Photo: Vuk Valcic/Zuma Press
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Google is entering the final stretch of an antitrust case targeting its digital advertising monopoly, weeks after emerging largely unscathed from a significant legal challenge to its online search stronghold, Meghan Bobrowsky, Amrith Ramkumar and Alex Leary report.
U.S. District Judge Leonie Brinkema on Monday will begin hearing testimony from Google employees, as well as advertisers, publishers and others, as she considers potential penalties against the company for maintaining an illegal monopoly in parts of the online advertising industry.
The judge ruled this year that Google’s monopoly in ad exchanges and server markets violated antitrust laws, harming advertisers and consumers.
The government is seeking to force the company to divest Google Ad Manager, where advertisers and publishers can sell and buy ad inventory, as well as take other measures it says will restore competition in ad exchanges.
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“Nobody goes to the Defendants’ restaurants anticipating service of a hamburger in a grand concert hall.”
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— Lawyers defending Carnegie Diner & Cafe against a trademark suit filed by Carnegie Hall. The legendary concert hall claims the diner chain, which opened its first location across the street in 2019, is freeriding on its hard-earned reputation.
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This Nov. 18 and 19, CMOs will gather in New York for The WSJ CMO Summit to explore fan-fueled growth, AI in marketing and the evolving CMO-CEO partnership. Join the CMO Council and be part of the conversation shaping the future of marketing leadership.
Request Invitation
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Rupert Murdoch, chairman emeritus of News Corp and Fox Corp., left, and Lachlan Murdoch, chair of News Corp and CEO of Fox Corp. Photo: David Paul Morris/Bloomberg News
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President Trump said Sunday that Lachlan Murdoch and his father Rupert Murdoch could be joining the team investing in TikTok’s U.S. operations. [WSJ]
Anheuser-Busch InBev and Netflix struck a global multiyear deal to promote brands like Bud Light in the streaming service’s shows, advertise Netflix on limited-edition packs of beer, and more. [Adweek]
The parent of Saks Fifth Avenue is in talks to sell 49% of Bergdorf Goodman, the ultraluxury department store, for about $1 billion. [WSJ]
Hamburger Helper pasta mix is staging a comeback as shoppers try to make their grocery budgets go further. [NYT]
How pharmaceutical marketers are trying to harness AI to reach consumers. [Fierce Pharma]
Taylor Swift is promoting her new album with a movie in theaters called “The Official Release Party of a Showgirl.” [Deadline]
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