FTC Takes 1st Step Toward Native Advertising Game Plan

Law360, New York (December 4, 2013, 7:11 PM EST) -- Online advertising industry players on Wednesday debated what disclosures should accompany ads designed to look like content, as the Federal Trade Commission grapples with the potential of so-called native advertising to mislead consumers.

The agency held a daylong public workshop in Washington, D.C., as a first step in developing its approach to native advertising, also known as sponsored content, defined as digital ads that closely resemble the surrounding content in which they are embedded.

The ads are widely considered to offer a superior advertising experience for...
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