A perspective on native advertising

Rebekah Green

rg487218@ohio.edu

I have personally seen a lot of native advertising on a website I frequently visit, mindbodygreen. While I did not know that is what the terminology is for such a practice, I was aware of its existence. From my perspective and from this website, it seems evident when the content is sponsored. For example, in the picture below, you can see the notice above the title stating "Paid Content for Andrea Elliott." The article following is a journalistic story about parts of her life, as well as a promotion for her newly released book. mindbodygreen also posts plenty of other content that is unsponsored about healthy living tips and how to live a more mindful life.

 An example of native advertising from the mindbodygreen website

A big part of why I am not bothered by the content is that the sponsored posts do not seem very off-brand for a company that promotes social change, healthy communities and wellness, which is the point of native advertising: to blend in with other content. To me, it seems like a good way to become aware of products that I was once not, especially new ones that are relevant to be promoting. If I am not interested, I do not consume the content. Although I do appreciate the signaling that is paid content because without such a warning, it would be a deceptive practice. Plus, it does generate revenue for the company, which is important to consider, especially as this websites' articles are free to read to anyone on the internet. 

As an advertising and public relations major, I see benefits in native advertising because it promotes brand awareness for products. If I were to look for places to advertise the work and/or products of my clients, I would want to find a place in the media where the promotion would fit with an audience of consumers well, and native advertising can accomplish that goal if done right. 

But I do wonder, when does native advertising become a problem, if at all?

Without clear disclosure, it would certainly be deceptive, especially on websites such as these. Is the article part of their everyday content about wellness and is organic in thought? Or are there other parties involved in the posting, or even writing, of the content? Fortunately, for consumers, the Federal Trade Commission has implemented guidelines specific to native advertising. They require disclosures to be "clear and unambiguous in language," "in a font and color that's easy to read," among other guidelines.