The UK advertising watchdog Advertising Standards Authority has announced its disapproval of advertorials it says Express Newspapers disguised as features to "intentionally" get past the advertising code, Media Guardian reported Wednesday.

Despite the use of "distinct styles on the top and bottom of the pages" containing the advertorials, ASA members stated they believe "the average reader would have understood the entire page to be a feature on the product."

The ASA investigated several features done about three companies, and in each case an article written by a journalist at Express ran on the top of the page, while the advertorial ran below. Also, nearly the same feature ran several times over several months, according to Media Guardian. The ASA has ordered the Daily Express to clearly label its advertorials, as well as not run any more claims about the three products.

The Daily Express said it sent the final piece to the advertiser to double check facts, and that the journalist writing the piece was not paid by any of the companies.