While increasing numbers of companies are moving to “native advertising,” the Federal Trade Commission (FTC) has warned, “watch your step.”
While increasing numbers of companies are moving to “native advertising” (advertising that is woven into the very fabric of content produced by publishers), the Federal Trade Commission (FTC) has warned, “Watch your step.” Disturbed by the growing number of ads that are indistinguishable from news, radio commentary, entertainment video and other content, the agency released new rules this past December designed to reign in firms and ad agencies that are taking too free a hand in drawing the line between advertising and content.
“People browsing the web, using social media or watching videos have a right to know if they’re seeing editorial content or an ad,” said Jessica Rich, FTC Bureau of Consumer Protection director.
https://www.sema.org/sema-news/2016/12/going-native-with-advertising