The advertisements in a publication are a part of its content

where on earth did the concept of endorsing come into it? i am just asserting that advertising, being contained within the publication, can be called part of the content thereof.

Oh, no, it is not a part of the content generated by the publication. Let me change my... no, wait! The claim doesn't *say* "generated by the publication"

Ah, never mind, i'm still on the right side of this.

The advertisements are approved or rejected by the publication. In the case of the phone book and many industry magazines, the advertisements are basically the whole point. Have you ever thumbed through a copy of Cosmo? There are more ads than articles. Why? Because they hate the reader? No. Because they're so depserate for cash? No. Because people who buy it are, on average, at least as interested in the ads as in the content generated by the publication. The publication becomes, basically, a delivery mechanism for ads. If they didn't have and excercise editorial control over those ads, they would not be the magazine of choice for their audience.

Advertising, when done properly, serves the audience. As such, it is part of the job of the publication to provide the ads they consider worth providing, and not the ones they consider fraudulent or otherwise unethical.

Allan is right; a publication can impose a house 'style' and can insist on legal parameters but the advertising CONTENT is the advertisers bag. They provide the copy, it's their copy.

how is anything i've said "whitebread"?