Air NZ deal caught in UK media clash

Air NZ says it is aware of the class action lawsuit - which it describes as 'entirely opportunistic'. Photo / NZ Herald

An Air New Zealand sponsorship deal has hit headlines in a tit-for-tat row between two of Britain's most influential newspapers - The Guardian and the Telegraph - over the integrity of their editorial content.

The clash has broken out over advertisers and their influence over editorial content.

The Guardian recently criticised the Daily Telegraph for lack of coverage of the HSBC scandal which involved tax avoidance by high profile people. The Guardian alleged that The Telegraph's coverage was influenced by HSBC being a major advertiser.

The Telegraph has hit back claiming The Guardian changing stories so they did not offend advertisers.

Among allegations The Telegraph said it had obtained a copy of a Guardian presentation from November 2012 detailing a Guardian partnership with Air New Zealand entitled "Blind Gate" editorial series.

The presentation to advertisers states: "We'd push for maximum Editorial support across our platforms."

"The Editor of Guardian Weekend Magazine has agreed that the Blind Gate couples could feature in our Blind Date feature in subsequent weeks."

An article subsequently appeared on the Guardian website as part of its "Blind Date series", stating at the bottom that the couple featured "flew to LA courtesy of Air New Zealand".

A Guardian spokesman has claimed that "all content relating to Blind Gate is clearly labelled as being produced "in association with Air New Zealand."

The clash over claimed advertiser influence coincides with a bigger role as media seek new ways to cover costs for editorial.