This archived screenshot preserves Dominic Ponsford’s Press Gazette article “Marketing fail: BuzzFeed censured by Advertising Standards Authority and told to change labelling of advertorials”, about BuzzFeed UK being censured after the ASA found that sponsored content for Dylon Colour Catcher was not clearly labelled as advertising. The item is significant because it goes directly to one of the central contradictions in the BuzzFeed/CEN evidence chain: BuzzFeed presented itself as a guardian of truth and accuracy while building a business model in which sponsored editorial-style material could be difficult for readers to distinguish from ordinary content. The ruling matters because it shows that concerns about BuzzFeed’s advertising/editorial boundary were not merely CEN’s complaint or a theoretical criticism, but had been recognised by the UK advertising regulator. Read alongside the wider material on native advertising, deleted advertiser-critical posts and BuzzFeed’s attack on CEN, this screenshot helps document the environment in which BuzzFeed criticised others for misleading readers while itself being forced to improve transparency around paid-for content.