The FTC said that a survey of online publishers found that 73 percent allowed native advertising, the digital descendent of the newspaper “advertorial” and television’s infomercials.
“Marketers have … moved past the banner ad into advertising that is more seamlessly, and inconspicuously, integrated into digital content,” FTC Chairwoman Edith Ramirez said in a speech that opened a conference on “Blurred Lines: Advertising or Content. While native advertising may certainly bring some benefits to consumers, it has to be done lawfully. By presenting ads that resemble editorial content, an advertiser risks implying, deceptively, that the information comes from a non-biased source.”
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