Forthcoming Events 2017

The next event is the Branded Content Research Network Conference on 7-8 November 2017. See Booking pages for conference details. The event is free but spaces are limited and advance registration is required. To register please click here.

Past Events 2016-17

The following section contains the descriptions and programme for previous events. Please go to ‘Network Resources’ for links to speaker presentations and other material from events, where this is available.


15 June 2017

Comparative and Collaborative Research into Branded Content


University of East London
University Square Stratford, E15 1NF

This one-day seminar showcases international research into branded content and discusses the development of collaborative research agendas and approaches. The seminar addresses the study of branded content, content marketing, native advertising and associated forms of integration of media and marketing communications. Bringing together international researchers, the event included talks on branded content in Chile, Malaysia, Qatar, Japan, Spain, Netherlands, Czech Republic and elsewhere from a mixture of PhD, early career and senior academics.

Designed to share single-country or multi-country studies, participants will explore insights from these studies regarding research design, methods, approaches, findings as well as discuss implications and suggestions for future research.

The event is organised by the Branded Content Research Network in association the ECREA Advertising Research Group, part of the European Communication Research and Education Association.

The seminar will start at 10am, with registration from 9.30am, and finish at 5pm. The event is free but you need to register in advance as places are limited. Please register here

Draft Programme

9.30am Registration

(Tea and Coffee)

10am Introduction

Prof. Jonathan Hardy, Principal Investigator, Branded Content Research Network and University of East London; Patricia Gomez Prof. Patricia Núñez Gómez, Universidad Complutense de Madrid, Chair of ARTWG


10.15am Session 1: International and Comparative Research

Ilhem Allagui, Northwestern University in Qatar

Prize-winning campaigns of branded content: A multi-country study of effectiveness


Arturo Arriagada, Universidad Adolfo Ibáñez, Chile

Unpacking the ‘media kit’: an analysis of a device connecting consumers to branding agencies


Dario Lolli, Birkbeck, University of London

Media Franchises as Branded Contents: The case of the ‘Media Mix’ and the Japanese ‘Content Industries’


Tony Wilson, Visiting Senior Research Fellow, LSE

Consumer Hermeneutic Practices: From Malaysian Media Branding to Branded Mall.


11.45am Tea and Coffee


12pm – 1.15pm Session 2: European Research

Gloria Dagnino, Università della Svizzera italiana (Lugano, Switzerland)

The Creative Identity of Branded Content Marketing Industry


Petra Audyova Charles University, Czech Republic

How to research invisible reactions to brand content on social media?


Professor Patricia Núñez Gómez, Universidad Complutense de Madrid; Professor José Fernández Pompeu Fabra University, Professor Victoria Tur, Alicante University

Minors, influencers and Brands: A Branded content strategy.


Lunch 1.15-2pm


2pm – 3.30pm Branded Content Regulation, Activism and Research Methods

Anat Balint, Tel Aviv University

The “branded content ratings” project carried out for Israeli media watchdog “The Seventh Eye” to check and rate leading Israeli news outlets online and see to what extent they are “polluted” by surreptitious advertising (i.e. “branded content”) in what is presented as journalistic content.


Simone Krouwer, PhD Candidate, University of Antwerp – Department of Communication Sciences

To disguise or to disclose? The influence of disclosure recognition and brand presence on readers’ responses towards native advertisements in online news media


Eleftheria J. Lekakis, University of Sussex

‘They have money, we have ideas’: Creative Participation and Cultural Resistance in Anti-advertising Activism


3.30pm Refreshments


3.45pm – 4.15 Workshop discussions


4.15pm Plenary: Comparative and Collaborative Research capacity building

5pm Close



25 April 2017

Policy and Regulation of Branded Content seminar and public meeting

Seminar event on the policy and regulation of branded content to be held at the University of Westminster 11am-4pm. This seminar is organised in association with the Westminster Institute for Advanced Studies and Meccsa Policy Group, part of the Media, Communication and Cultural Studies Association. Places are limited so please email if you would like to attend and participate in the seminar. Following the seminar there will be a public meeting from 5.45pm – 7pm held in Committee Room 6, House of Commons. This event is open to all.


Seminar: Regulating Branded Content and Native Advertising

A seminar organised by the Branded Content Research Network in association with the Westminster Institute for Advanced Studies and MeCCSA Policy Group, part of the Media, Communication and Cultural Studies Association.

How is the blurring of media and marketing communications addressed across UK regulation and governance?

Are the existing regulatory arrangements appropriate and effective?

What are the challenges for UK regulatory arrangements?
This seminar examines policy approaches and regulatory practices concerning the integration of marketing communications and media, ranging from product placement and advertiser-financed television, to advertorials and native advertising. The seminar will include presentations and round-table discussion involving regulators, industry groups, academics and other policy stakeholders. The morning session will consider the evolution and forms of existing regulations and focus on the CAP/ASA, Ofcom and press/publishing regulation. The afternoon session will discuss the challenges for regulating emergent branded content practices and how those may be met. The afternoon session will also discuss the research needs and agendas of different agencies and stakeholders and the scope for academic research and collaboration.

Speakers include Cliff Fluet, Partner at Lewis Silkin and Legal Counsel for the Branded Content Marketing Association, Suzanne Wright, Principal in Ofcom’s Standards and Audience Protection team, Chris Hackley, Professor of Marketing, Royal Holloway University and Dr Andrew McStay, Bangor University. Participants include representatives from the CAP/ASA, IPSO, Impress, the National Union of Journalists, marketing industry groups, other stakeholders and academic researchers. This is an invitation-only event but if you would like to attend please email


25 April 2017 Public Meeting: Regulating branded content in Committee Room 6, House of Commons, 17:45 – 19:00 (GMT). This event is free but please email for further details if you are planning to attend.

Public Meeting, Tuesday 25 April 2017
17:45 -19:00, Committee Room 6, House of Commons
Branded content, native advertising and other fast-evolving forms of paid-for media are blurring the boundaries between editorial and advertising. UK audiences have historically benefited from a clear demarcation between marketers’ sponsored content and the media’s own editorial content. But as paid-for copy becomes indistinguishable from independent reporting, are the existing UK regulatory arrangements appropriate and effective?
With speakers from the Branded Content Marketing Association, National Union of Journalists, openDemocracy, academics and media reformers. Speakers include James Cusick, political correspondent, The Independent and Dr Andrew McStay and Professor Vian Bakir, Bangor University.


Seminar 2: Industry-Academic Research Collaboration

19 January 2017

Bournemouth University

This event is the second of a series of four seminars for an academic network project supported by the Arts and Humanities Research Council. The event will focus on academic-industry research collaboration and involved contributions from academic researchers, branded content industry practitioners and key industry trade bodies including Andrew Canter Global CEO of the Branded Content Marketing Association. Speakers will include Associate Professor Catherine Johnson, author of Branding Television (Routledge, 2012) and co-author with Prof. Paul Grainge of Promotional Screen Industries (Routledge, 2015) and Prof Iain MacRury, Deputy Dean Research and Professional Practice, Bournemouth University and co-investigator Branded Content Research Network.

Seminar 1 Investigating Branded Content

Thursday 3 November

2pm to 5.30pm (registration from 1.30pm)

University of East London, University Square Stratford.

This is the first seminar in a series organised by the Branded Content Research Network. Academics and marketing communications professionals will review the state of existing research on branded content across media and marketing disciplines, discuss research needs and questions for industry and stakeholders, and consider the scope and definitions of branded content practices.

The seminar will include contributions from members of the network and from invited academic researchers and practitioners. Speakers will include Andrew Canter, CEO of the Branded Content Marketing Association; Prof Jonathan Hardy, University of East London; Prof Chris Hackley, Royal Holloway, Dr Andrew McStay, Bangor University.