Yeah, the headline is correct. The Federal Trade Commission is trying to put together its case for or against native advertising. Unfortunately, the agency isn’t sure about the true nature of native ads and admitted as much following its own conference. Leave it to a government agency to, in effect, confuse itself.
A day-long examination of native advertising left regulators with no clear direction about how to police what has become digital media’s hottest ad format.
The Federal Trade Commission, which organized the workshop, has been bringing cases against ads masquerading as editorial content since 1917 (the first case was against a newspaper ad for an electric vacuum cleaner). But digital media has put what the FTC once termed “masquer-ads” on steroids.