FTC Takes Up Sponsored Advertising On Sites, Apps

Law360, New York (September 16, 2013, 9:19 PM EDT) -- Consumers may be misled by digital advertisements camouflaged as editorial content, the Federal Trade Commission said Monday, announcing an inquiry that could herald agency regulation of so-called native advertising.

The FTC said it will probe the implications for consumer protection of digital ads that closely resemble the content in which they are embedded, which have risen in popularity compared to traditional banner ads that are distinguishable by their shape and offset from organic editorial content.

The agency is calling for public comment on how consumers react...
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