From the standpoint of audiences, news and advertising deliver two different types of message. Ads should not be dressed up as news, and to avoid influencing the fairness and objectivity of reports, journalists should not have any conflicts of interest with their information sources. That's how it should operate in theory.
而對閱聽人來說，新聞與廣告分屬兩種不同的訊息，廣告不應以新聞的形式魚目混珠，新聞從業人員也不應該收受消息來源的任何利益，以免影響報導的公正與客觀。