October 23rd, 2013
Ad-Sponsored Editorial Content Draws Regulatorís Notice
By Tanzina Vega
New York Times
The practice of native advertising, or the use of editorial content for promotional or marketing purposes, is beginning to capture the attention of advertising regulators who are concerned that some content could be considered deceptive to consumers. A regulator said the Web site haircolorforwomen.com needed clearer sponsor labels.
The National Advertising Division, an investigative unit of the Advertising Self-Regulatory Council, administered by the Council of Better Business Bureaus, has issued two rulings on the practice in the last two months, one in favor of how an advertiser used editorial content for promotional purposes and one that required an advertiser to modify its practices.