Key Question for FTC: Are 'Native' Ads Deceptive to Consumers?

Will Action Follow a Full Day Of Discussion?

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So-called "native" ads look and feel like editorial content, except that they are created for, and sponsored by, advertisers. So are they deceptive to consumers? That's the question the Federal Trade Commission hoped to answer during its workshop on native ads in Washington, D.C., on Wednesday.

We spoke with Mary Engle, the associate director of the commission's division of advertising practices, about what caused the FTC to hold the workshop and what comes next:

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