Daily Mirror blurs the separation between editorial and advertising

  1. On 22 May 2017, the Daily Mirror newspaper published a health-related ad featuring Dr Miriam Stoppard opposite her column. The ad risks undermining both her and the newspaper’s editorial integrity.
  2. That day Dr Stoppard’s column was on p.30 (Daily Mirror 22 May 2017 p.30), and the ad on the other page of the double spread, p.31 (Daily Mirror 22 May 2017 p.31).
  3. There’s a clear conflict of interest between her role as Daily Mirror health columnist and her endorsement in ads of health-related products and services.
  4. Dr Stoppard is also continuously promoting the advertiser on Twitter (screen shot in Figure 1), without disclosing she’s appearing in its press ads and on its website (screen shot in Figure 2), and thus presumably is paid by the company. Her Twitter biography proclaims “Daily Mirror health expert” (screen shot in Figure 3).

    Figure 1. Dr Miriam Stoppard on Twitter promoting a company, without disclosing she fronts its press ads at 23 May 2017

    Figure 2. Dr Miriam Stoppard on company website at 23 May 2017

    Figure 3. Dr Miriam Stoppard’s Twitter biography at 23 May 2017

  5. What’s worse, the Daily Mirror published Dr Stoppard’s ad – and alongside her column. As I say, the ad risks undermining both her and the newspaper’s editorial integrity.
  6. Dr Stoppard joins the club of media doctors who undermine their credibility by appearing in health-related ads – doctors such as Dr Hilary Jones (see 3 April 2017 & 10 April 2017 posts) and Dr Chris Steele (see 18 April 2017 post).
  7. Neither Lloyd Embley, Daily Mirror editor-in-chief, nor Dr Stoppard responded to my complaint, which I sent twice to both.