An advertisement in the form of an editorial is called an advertorial. It usually looks like a genuine news story or on television, it is a type of infomercial. On the radio, it is either a discussion or commercial. What makes them different is their design and ability to pass as a regular news story. With indirect differences, it may even be difficult for the audience to realize that it is an advertisement.

Freelancers or staff writers tend to get assigned advertorials, with the articles usually taking up entire sections. Clients tend to approve the content of advertorials, which is not something that happens in regular editorials. Writers do not typically get byline credit for their work on these specific articles. Some publications require them to be visibly indicated that they are a form of advertising in order to prevent complaints.

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