{"id":44,"date":"2016-06-09T13:39:37","date_gmt":"2016-06-09T17:39:37","guid":{"rendered":"http:\/\/blogs.duanemorris.com\/franchiselaw\/?p=44"},"modified":"2016-10-24T13:46:33","modified_gmt":"2016-10-24T17:46:33","slug":"native-advertising-is-blurry-but-disclosures-must-be-clear","status":"publish","type":"post","link":"https:\/\/blogs.duanemorris.com\/franchiselaw\/2016\/06\/09\/native-advertising-is-blurry-but-disclosures-must-be-clear\/","title":{"rendered":"Native Advertising Is blurry, but Disclosures Must Be Clear"},"content":{"rendered":"

By: Sheila Raftery Wiggins<\/em><\/strong><\/p>\n

\u201cNative advertising\u201d is an advertisement that may blur the distinction between advertising and editorial, video or other content. For example, an advertisement may be integrated into a newspaper website, with a \u201cheadline\u201d and then a few lines of text which looks like a regular story rather than looking like an advertisement.<\/p>\n

Native advertising is so effective with consumers that it is also a hot topic with the Federal Trade Commission (\u201cFTC\u201d). The FTC may deem an advertisement that looks like an ordinary news article to be deceptive if consumers are not provided with sufficient information to differentiate the advertisement from publisher-generated, non-advertising content.\u00a0 This information may be inherent in the nature of the advertisement, or it may require a separate disclosure indicating that the advertisement is a marketing communication.<\/p>\n

Be careful, and abide by the FTC\u2019s guidance, including the FTC\u2019s Enforcement Policy Statement on Deceptively Formatted Advertisements, to avoid deception. The Enforcement Policy states that \u201can ad is deceptive if it promotes the benefits and attributes of goods and services, but is not readily identifiable to consumers as an ad.\u201d The FTC\u2019s guidance lists 17 mini case studies that provide examples of what does and does not require a disclosure.<\/p>\n

GOAL: The goal is whether the consumer can reasonably ascertain that the advertisement is paid marketing material.<\/p>\n

LESSON: Native advertising should contain a clear and prominent disclosure such as \u201cad,\u201d \u201cadvertisement,\u201d and \u201cpaid advertisement\u201d \u2013 but, terms such as \u201cpromoted\u201d or \u201csponsored\u201d are ambiguous. For videos, the disclosure should be made in the video itself before the consumer receives the advertising message.<\/p>\n

Sheila Raftery Wiggins<\/a>, of the Newark office<\/a>, handles matters involving complex commercial disputes, insurance defense, coverage disputes, financial fraud, and attorney ethics.<\/em><\/p>\n","protected":false},"excerpt":{"rendered":"

By: Sheila Raftery Wiggins \u201cNative advertising\u201d is an advertisement that may blur the distinction between advertising and editorial, video or other content. For example, an advertisement may be integrated into a newspaper website, with a \u201cheadline\u201d and then a few lines of text which looks like a regular story rather than looking like an advertisement. … <\/p>\n

Continue reading “Native Advertising Is blurry, but Disclosures Must Be Clear”<\/span><\/a><\/p>\n","protected":false},"author":6,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[2],"tags":[42,32,34,37,39,33,38,35,36,40,41,43,44,8,45],"ppma_author":[191],"class_list":["post-44","post","type-post","status-publish","format-standard","hentry","category-general","tag-ad","tag-advertising","tag-blur","tag-consumers","tag-deception","tag-disclosures","tag-enforcement-policy-statement-on-deceptively-formatted-advertisements","tag-federal-trade-commissions","tag-ftc","tag-goal","tag-lesson","tag-paid-advertisement","tag-promoted","tag-sheila-raftery-wiggins","tag-sponsored"],"authors":[{"term_id":191,"user_id":6,"is_guest":0,"slug":"duanemorris3","display_name":"Duane Morris","avatar_url":"https:\/\/secure.gravatar.com\/avatar\/843ff6e7a8fe5fc92109b47a45f34b6cf0ea499e6e788db23456c838b0ae6747?s=96&d=blank&r=g","0":null,"1":"","2":"","3":"","4":"","5":"","6":"","7":"","8":""}],"_links":{"self":[{"href":"https:\/\/blogs.duanemorris.com\/franchiselaw\/wp-json\/wp\/v2\/posts\/44","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/blogs.duanemorris.com\/franchiselaw\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/blogs.duanemorris.com\/franchiselaw\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/blogs.duanemorris.com\/franchiselaw\/wp-json\/wp\/v2\/users\/6"}],"replies":[{"embeddable":true,"href":"https:\/\/blogs.duanemorris.com\/franchiselaw\/wp-json\/wp\/v2\/comments?post=44"}],"version-history":[{"count":0,"href":"https:\/\/blogs.duanemorris.com\/franchiselaw\/wp-json\/wp\/v2\/posts\/44\/revisions"}],"wp:attachment":[{"href":"https:\/\/blogs.duanemorris.com\/franchiselaw\/wp-json\/wp\/v2\/media?parent=44"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/blogs.duanemorris.com\/franchiselaw\/wp-json\/wp\/v2\/categories?post=44"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/blogs.duanemorris.com\/franchiselaw\/wp-json\/wp\/v2\/tags?post=44"},{"taxonomy":"author","embeddable":true,"href":"https:\/\/blogs.duanemorris.com\/franchiselaw\/wp-json\/wp\/v2\/ppma_author?post=44"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}