Spotting Native Ads

 Jenna Hill

jh875318@ohio.edu

Today, we as online consumers are constantly surrounded by advertisements; whether we know it or not. Also, many of the ads we see pop up online or on TV are paid ads. The issue here is that oftentimes consumers can not recognize these sponsored ads, otherwise known as native ads. World Stream defines native ads as paid content.

 These ads are controversial because they are snuck into the article to make it seem as if it is not an ad. From the article within World Stream, they state more than half of consumers do not know what a native ad is. To add, those who do know what native ads are, are skeptical of them. 

So where are ethical dilemmas? This becomes an issue when ads do not clearly state it is branded, paid, or sponsored content. Without these, consumers may infer the information is factual. Readers can become confused and even begin to distrust the article. It is the job of journalists to provide accurate information. Publishers and companies should be held to the same ideal to provide transparency. 

Source: Fox News 

On the other hand, the article Ethics and Branded Content gives us a perspective that publishing companies may use. This is the idea that these native ads are simply good examples of smart product placement. 

While this may be true, I personally do not deem it ethical. It may simply be ethical if it is clear to readers this is a paid ad and not information from the writer. The issue is, many publishers do not follow this and are not transparent with consumers. 

In class, we discussed and practiced finding sponsored content. I decided to do this again individually. One site I found that did a great job at being transparent was Fox News. Quickly browsing through the home page I noticed several advertisements were on the right side. They were clearly labeled as ads and said something along the lines of "sponsored by" or "powered by."  

Personally, when I am able to easily able to distinguish what is paid content and what is not, I feel more comfortable. I feel as if I can trust the source and the information they are directly providing. 

I think many consumers may agree with my perspective. We need to continue to work to rebuild the trust between consumers and those working within the journalism field. This includes publishers making sure they are following ethical standards and being transparent. Lastly, consumers should work to educate themselves and others to recognize signs of sponsored content for personal benefit.