In Claude Jean Bertrand’s media accountability Web site I found these “old rules” of Le Monde’s Advertising Charter (1997)
Bolds are mine.
1. In the pages of Le Monde, both in the daily and in its supplements, the editorial content is clearly distinguishable from the advertising content. The executive editor will see to the enforcement of that principle through several intangible rules:
- the daily and each of its supplements carry the Le Monde logo on their front page;
- every page of the daily or of the supplements carry the mention Le Monde next to the page number;
- the typography and iconography and layout of advertising should not lead to any confusion with editorial material. Any graphic similitude likely to mislead the reader will cause the ad to be refused both for the daily and for its supplements;
- display ads are published under a double horizontal rule. Ads included in tables (Stock Exchange listings, television or cultural events listings, etc.) are also distinguished by a specific presentation within their environment;
- whole pages of advertising are published under a single line over which the mention “Advertising” appears in the middle of the page, on a level with the page number;
- Any formula of the ” advertorial” type in which advertising and editorial contents are mixed, is proscribed, in the daily as in the supplements.