Navigating Native: A Checklist of Compliance Steps for Ensuring Proper Disclosures for Native Ads

By: Jesse M. Brody
– Bloomberg BNA

At its root, native advertising was designed to be the solution to a problem that had plagued content platforms and brands looking to advertise online—consumers would click on traditional online ads, such as banners, only by accident. Thus, to increase the likelihood that consumers will willingly click on ads, publishers and marketers started creating content that doesn't outwardly look like advertising. Instead, native advertising borrows the look and feel of the surrounding media, blending editorial and commercial content, with the goal of providing value to consumers by enhancing their online experience while simultaneously increasing the visibility of brands. For example, marketers have created content by commissioning informational news articles, sponsoring Buzzfeed lists and creating tweets with content that is entertaining to consumers—hopefully generating enough interest to be shared across social media virally.