Often called sponsored content, native advertisements can be found in print materials, such as magazines and newspapers and are created to resemble the design, style and functionality of news or feature articles, product reviews, entertainment and other material that surrounds it. For example, you see a headline for a news article on medication. Once you begin reading, you discover it’s actually an ad for the medication.
Native advertising is also incorporated into games, e-mails and social media, designed to mimic editorial content. While some native advertising may be clearly identifiable, others aren’t so obvious, which can be confusing to readers and viewers.
Better Business Bureau promotes honest advertising by working with businesses to help ensure ethical and truthful advertising. BBB reviews ads for truth and accuracy, encouraging advertisers to voluntarily correct potentially misleading ads. Those disagreeing with BBB’s requests can present their cases before the Advertising Review Council, a joint program of BBB and the American Advertising Federation Dayton.
A BBB Code of Advertising is used as a guideline for advertisers, advertising agencies and media. The code was recently updated to include a section on native advertising because of the increase of companies using this marketing tactic. The addition also aligns with policies recently announced by the Federal Trade Commission in the U.S. and the Competition Bureau in Canada.
The new section of the BBB Code of Advertising encourages advertisers to:
• Not mislead consumers as to the nature or source of native ads they place, or cause to be placed, in any medium, including social media.
• Ensure sponsored content is clearly and conspicuously labeled as a “paid ad,” “paid advertisement,” “sponsored advertising content” or similar words stating the material is an advertisement.
• Include a disclosure, such as “sponsored by” or “brought to you by” to sponsored content that doesn’t promote its own product or service.
• Maintain disclosures when native ads are republished by others in non-paid search results, social media, e-mail, or other media.
Accuracy and disclosure are essential to truthful advertising. Companies should say what they mean, mean what they say and clearly state the nature of their advertisements.
Although primary responsibility lies with advertisers, it's up to you to clearly understand and evaluate information, so you can make informed decisions. Contact BBB to report misleading or deceptive advertising. Go online to www.bbb.org or call (937) 222-5825 or (800) 776-5301.
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