The following comes from David LeDuc, SIIA's senior director, public policy:
David LeDuc, SIIA's Senior Director, Public Policy, reports the following:
FTC Takes Close Look at “Native Advertising”
The Federal Trade Commission will host a workshop on Wednesday to examine the blending of advertisements with news, entertainment, and other editorial content in digital media, referred to as “native advertising” or “sponsored content.” The workshop will bring together publishing and advertising industry representatives, consumer advocates, academics, and self-regulatory organizations to explore: the ways in which sponsored content is presented to consumers online and in mobile apps; consumers’ recognition and understanding of it; the contexts in which it should be identifiable as advertising; and effective ways of differentiating it from editorial content. The workshop builds on previous Commission initiatives to help ensure that consumers can identify advertisements as advertising wherever they appear. This includes recent updates to the Search Engine Advertising guidance, the ...