►“Native advertising” – also known as “advertorial” or “sponsored content” – is advertising designed to look like genuine journalism. Research in 2018 showed that 90% of people could not distinguish news articles from sponsored content, and news organizations such as the Michigan State University newspaper have explained the differences to its readers.
The Federal Trade Commission has rules related to native advertising and transparency requirements. But the labels and other attempts to label or otherwise distinguish those paid-for stories may not work. “In fact, these elements may leave users even more confused,” writes Tracie Powell in the Columbia Journalism Review.
Sources:
- https://phys.org/news/2019-02-people-distinguish-online-sponsored-content.html
- https://statenews.com/article/2020/10/editorial-the-difference-between-advertisements-and-editorial-content
- https://www.ftc.gov/business-guidance/resources/native-advertising-guide-businesses
- https://archives.cjr.org/behind_the_news/ftc_workshop_on_sponsored_cont.php
►Thomas Kent, writing for the Online News Association, says “Every news organization needs an advertising policy,” and offers some guidance on how to create one.
Source: https://ethics.journalists.org/topics/advertising-and-news/