Patricio Robles says, “In an effort to reach consumers amidst multiple assaults on their ads, many marketers have embraced native advertising.

But the United States Federal Trade Commission (FTC) has concerns, and markets and publishers could soon find themselves at risk if they aren’t careful.

At the Clean Ads I/O conference in New York last week, Mary Engle, the FTC’s associate director of advertising practices, told attendees that the FTC is uneasy with native advertising that users can’t distinguish as advertising, making them deceptive.

“An ad is deceptive if it misleads a significant percentage of consumers,” she explained, noting that the FTC sees 10-15% of users representing a “significant percentage of consumers.”

Easy-to-miss disclosures, like a sponsored label that is in small text or buried at the end of an article, don’t satisfy the FTC.

FTC warns about native ads

‘Econsultancy’ Blog

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