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Navigating The Legal Risks Of Native Advertising

Law360, New York (March 5, 2015, 1:17 PM EST) -- Native advertising has become popular with advertisers and publishers, but it has raised concerns by the Federal Trade Commission and National Advertising Division of the Advertising Self-Regulatory Council, and spawned lawsuits by content owners and persons referenced or depicted. It is important to understand the legal issues and risks before “going native” and to implement policies and practices that reduce risks of claims and of consumer loss of confidence.

Going Native

There are many definitions of native advertising. Essentially, it is content items paid for by an advertiser that relate to the brand or products or services and, as the Internet...

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