The Harris campaign is blurring the lines between news and advertising by running Google ads that closely mimic articles from major media outlets, raising concerns about the ethics of this marketing strategy.
The Harris campaign is running Google ads that mimic news articles from major media outlets, according to an analysis by Axios. These ads, which appear similar to news stories from sources like The Guardian, Reuters, and CBS News, blur the lines between authentic news coverage and campaign advertising.
The ads are designed to take advantage of the often favorable coverage Harris receives from the media by blending actual campaign messaging with the look and feel of real news articles. Axios reported that the Harris campaign edits these ads to make it seem as if major publishers are endorsing her, a tactic that, while common in commercial advertising, has left some news outlets surprised.
"It's a common practice in the commercial advertising world that doesn’t violate Google’s policies, but the ads mimic real news results from Search closely enough that they have news outlets caught off guard," Axios noted.
Although the ads are labeled as sponsored, it’s not immediately clear that the accompanying text is written by the campaign rather than by the media outlets themselves.
The Guardian, which often publishes favorable content about Harris, expressed concern over this practice. A spokesperson told Axios, "While we understand why an organization might wish to align itself with the Guardian’s trusted brand, we need to ensure it is being used appropriately and with our permission. We’ll be reaching out to Google for more information about this practice."
Liberal news sites like CNN, USA Today, and NPR were reportedly unaware that the Harris campaign was using their brands in this way.
Google defended the ads, stating that they are permitted under the platform's rules. "Election advertisers are required to complete an identity verification process and we prominently display in-ad disclosures that clearly show people who paid for the ad," a Google spokesperson told Axios.
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