The Advertising Standards Authority has ruled that the i newspaper mislead readers by claiming that it contained “no celeb gossip nonsense”.

The advert promoting the slimmed-down version of the Independent, featuring the likes of Jemima Khan and Dom Joly, is no longer allowed to be shown. A complaint was made because the paper presented itself as free from tabloid gossip culture, when its Caught & Social section was “dedicated to celebrity stories”.

The 20p daily disputed the watchdog’s decision, saying that “unlike other newspapers”, any stories about famous people in the i were “based on factual content and not hearsay”.

The ad in question said i “squeezes the content of a quality paper into one that’s small and beautifully informed”, and contains “no celeb gossip nonsense, just intelligent stuff”.

(Source: MediaGuardian)

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