The American Society of Magazine Editors is concerned about Shape magazine’s May issue, which features Ellen DeGeneres on the cover and in its cover story as a model of good health, thanks to the comedian’s devotion to yoga and a strict diet.
But DeGeneres also appears in ads for Vitaminwater, which immediately follow the cover and flank the cover story. What’s more, DeGeneres is wearing CoverGirl makeup in the cover photo, another brand she represents and which also has an ad featuring her in the issue.
Sid Holt, CEO of ASME, told Mediaweek that Shape magazine “seemed to violate ASME’s voluntary but generally accepted guidelines that say an ad for a product should not run next to editorial mentions of those products.”
Shape magazine editor Valerie Latona told Mediaweek that she “made sure the DeGeneres article didn’t endorse any products DeGeneres is a spokesperson. But she also said that in a day when celebrities routinely endorse products, the ASME guidelines barring adjacencies are outdated.”