Nearly 40 Percent Of Publishers Ignore FTC’s Native Advertising Rules

Paul Fletcher

Nearly two out of five publishers using native advertising are not compliant with Federal Trade Commission guidelines for identifying such content, according to a new industry study.

MediaRadar reports that 37 percent of publishers do not adhere to the FTC rules for labeling the material as sponsored. That figure is actually an improvement; nearly a year ago, only a third were following the rules.

In a new study called, “Leaders and Lessons in Native Advertising,” MediaRadar, a New York-based ad sales intelligence platform, reviewed more than 12,000 native advertising campaigns from January to December 2016.

Native advertising in publications in another day was called “advertorial.” It is paid content or advertising that is placed within part of a newspaper or magazine and intended to look like the other content around it.

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