New Guidelines for Online Native Advertising Agencies | 10TH DEGREE

New Guidelines for Online Native Advertising Agencies

The FTC released new guidelines that will impact how online native advertising agencies use this ad format.“In evaluating whether an ad’s format is misleading, the Commission will scrutinize the entire ad, examining such factors as its overall appearance, the similarity of its written, spoken, or visual style to non-advertising content offered on a publisher’s site, and the degree to which it is distinguishable from such other content,” the new guidelines said.Labels such as “advertisement” need to be prominent in native advertising, according to the guidelines. “For example, disclosures that subsequently inform consumers of a natively formatted ad’s commercial nature after they have clicked on and arrived at another page will not cure any misleading impression created when the ad is presented in the stream of a publisher site,” the FTC said.Online advertising agencies also need to be aware that native ads similar in format and topic to content on a publisher’s site may also need a disclosure to prevent deception.The online native advertising guidelines suggest a more assertive stance on native ads, which are designed to more or less resemble the surrounding editorial on publishers’ sites. “Although digital media has expanded and changed the way marketers reach consumers, all advertisers, including digital advertisers, must comply with the same legal principles regarding deceptive conduct the Commission has long enforced,” the FTC’s statement said.The FTC has been reluctant to act against online advertising agencies, instead going after advertisers, but that could be changing. 2016 may be the year of the FTC pursing native advertising cases. The FTC guidelines are not laws, but publishers and advertisers who do not comply risk being held out as examples of bad actors, and there could also be financial sanctions. While protections are good for consumers, the guidelines could stifle some online advertising.http://adage.com/article/media/federal-trade-commission-releases-native-ad-guidelines/301921/

Share

Latest Posts

Jazel Automotive Announces Customizable SRP Cards

10TH DEGREE’s sister company, Jazel Automotive, Announces New Customizable SRP CARDS Customizable SRP Cards allow you to choose the location

5 Digital Marketing Trends To Watch Out For

Technology has altered our lives in the 21st century, and it is still developing and accelerating. The Internet’s ecosystem, in

Customizable Vehicle Display Pages

Jazel Automotive Announces New Customizable Vehicle Display Pages Customizable Vehicle Display Pages provide flexibility, clean design, and better user experience

LinkedIn Targeting

Any content marketing plan must include targeting, and the right approach to targeting has never felt more essential than it

Core Web Vitals

Core Web Vitals Core Web Vitals is a new set of metrics that judges web pages on how the users

Display Advertising In 2021

Display Advertising in 2021 [All You Need To Know – Concept, Types, Strategy] In this era of modernism and technological