Native Advertising and What to Watch Out For

Makenna Goad

makennagoad14@gmail.com

Native advertising––the use of paid ads that match the look, feel and function of the media format in which they appear. Advertisements hidden with the media we consume everyday; whether it be magazines, newspapers, or even social media. Disguised as multiple mediums, these ads can be misleading to the public and are a major target of ethical concern. 

It is important for consumers of media to understand what native advertising is and its telltale signs. In order to avoid being misled, consumers need to be advocates for themselves and become aware of how native advertisements operate.

According to Outbrain, native advertising often presents itself in the form of "in feed ads", advertisements that pop up when scrolling through social media feeds, search and promoted listings, ad listings at the top of Google search results or in side bars, and content recommendations, recommended articles that appear below articles that the consumer has just read. 

Native advertising can also present itself in the form of paid blog posts, display ads, and widget recommendations. 

Picture source: Paldesk

Ethically, native advertising's ability to almost seamlessly blend in with the content surrounding it raises  concern. By giving consumers the opportunity to be misled, transparency is being compromised. Consumers are often misled because of a lack of disclosure about sponsored content. 

The FTC has guidelines in place that promotes the ethical practice of native advertising. Under FTC law, advertisers are responsible for ensuring that native ads are identifiable as advertising before consumers arrive at the main advertising page. Disclosures should be in clear and unambiguous language, as close as possible to the native ads in which they relate, in a font and color that's easy to read,  and in a shade that stands out against the background. For video ads, disclosures must be on the screen long enough to be noticed, read, and understood, and for audio disclosures, they must be read at a cadence that's easy for consumers to follow and in words consumers will understand. 

By understanding how native advertisements are presented, consumers have a fair chance at distinguishing between authentic and sponsored content. Advertisers have an obligation to promote their clients, but they must also understand that in doing so, they can harm consumers which would in turn harm their client. By simply disclosing that content is sponsored or promoted, consumers retain their independence and are able to decide if the promoted products or information are worth their time. 

Native advertising, although ethically challenging, continues to be a primary and effective means of promotion. The best thing consumers can do is make themselves aware of such a tactic and devise their own opinions in relation to the products, services, or experiences advertised.