Native Advertising Disclosures
Native advertising disclosures are the clear labels, like Sponsored or Ad, that must appear on content designed to blend into a publisher's normal articles or feed, so readers can tell paid promotion from independent editorial before they engage with it.
WHY IT EXISTS Native ads are deliberately designed to match the look, feel and tone of the platform they run on, a sponsored article that reads like a normal blog post or a promoted post that looks like a friend's feed update. That resemblance is the entire pitch to advertisers, but it also means readers can be fooled into trusting commercial content as if it were independent editorial. Disclosure rules exist to preserve that distinction.
THE MENTAL MODEL Picture a plainclothes salesperson working a party. Blending in is the point, they get further into a real conversation than someone in a branded polo shirt. Disclosure is the equivalent of a discreet but visible name tag that says who they work for. Guests can still enjoy the conversation, but they know to weigh the recommendation differently.
HOW IT WORKS The FTC treats deceptive native advertising as a violation of Section 5 of the FTC Act. Its guidance requires disclosures to be clear, meaning unambiguous wording like Advertisement, Sponsored Content or Promoted, not vague terms like Partner or Presented by alone. They must be conspicuous, close to the content, in a font size and color a reasonable reader would notice, and they must appear before the consumer engages with the content, for example before a click or a scroll into the article, not only at the bottom. The same standard applies across search results, social feeds, articles and video.
WHEN IT MATTERS This matters whenever a brand pays a publisher or creator to make content that mimics the surrounding format. The common footgun is placing the disclosure inside a hover state, a tiny gray label, or only in the URL after a click, all of which the FTC has penalized as insufficient. It also matters for influencer content, where a hashtag like ad or paid partnership must be easy to notice, not hidden among twenty other hashtags.
ONE CONCRETE EXAMPLE A tech news site runs a sponsored article about a new laptop, styled identically to its normal reviews. Compliant native advertising puts a bold Sponsored Content label at the top of the article, before the headline, in a font size close to the headline itself, plus a disclosure on the section index page where the article is listed alongside organic stories.
Read the original → ftc.gov
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