Native Advertising
Paid content designed to match the look, feel, and function of the surrounding non-paid content on a platform.
What Native Advertising means
Native advertising is paid content that blends into the surrounding editorial or user-generated content in form and function. Examples include promoted posts on social media, sponsored articles on news sites, and recommended content widgets. The FTC requires that native ads be clearly identifiable as advertising to avoid deceiving consumers — labels like 'Sponsored,' 'Promoted,' or 'Ad' must be prominent and unambiguous. The DSA also requires clear ad labeling. Platform-specific rules apply: Meta requires the 'Sponsored' label on all paid content, Google requires 'Ad' labels on search ads, and most platforms prohibit ads that mimic organic content without disclosure. The line between native advertising and organic content continues to blur, making compliance with disclosure requirements increasingly important.
Related terms
Branded Content
Content created by influencers or publishers that features or is influenced by a brand, requiring proper disclosure and platform tagging.
Endorsement Disclosure
A clear statement revealing a material connection between an endorser and a brand, required by FTC guidelines and platform policies.
Ad Copy
The written text in an advertisement, including headlines, descriptions, and calls to action.
Content Moderation
The process by which platforms review and enforce rules on user-generated and advertising content.