Content area
Abstract
[...]known as "content marketing" or "branded content," native advertising looks like a news story, feature article, product review, entertainment, or other kind of "editorial" content,1 but a brand marketer may have written the piece or paid for the placement.2 Native advertising was looked on as a tool that could make online marketing more relevant to consumers and also provide much-needed additional advertising revenue to Web publishers when readers were increasingly resisting the idea of paying for online content.The FTC has expressed a preference for disclosure in the video itself (as opposed to any text box below the video), likely at the beginning or perhaps at the time the advertised product or service is mentioned; if the content is live streamed such that people may tune in midstream, the disclosure should be repeated in periodic increments.19 In addition, a material connection disclosure should be made with the content itself, as well as in any URL links provided for posting or sharing in social media or email, social posts, or other drivers or lead-ins to the content, such as content recommendation widget boxes such as the "Around the World" or "Suggested for You" boxes that appear at the bottom or the side of many news Web sites.The Native Advertising Guide also recommends consistency-if a Website uses a set of terms to identify advertisements, then it should use the same terms to identify native advertising.[...]company logos and names on their own are not likely adequate to signal that content is commercial advertising.23 So why would disclosures such as "promoted" and "sponsored" be understood for purposes of disclosing material connections on Twitter but not necessarily understood when it comes to native advertising on other platforms?In the advertising world, "editorial" refers to any content that is not some form of advertising.[...]in a newspaper, it would include all news items, and not just the "editorial" section. 2.