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What the FTC's Recent Updates Mean to Native Advertising

Attorney Brian Heidelberger Unpacks Trade Commission's Thinking

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As everyone piles into native advertising, hoping that making ads resemble editorial will better engage consumers, critics argue that the risk of misleading is only going to grow. So what are marketers' and media companies' obligations as far as the government is concerned? Here's what the Federal Trade Commission's approach to search marketing and those Coca-Cola cups on "American Idol" means for your native advertising, according to attorney Brian Heidelberger.

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ABOUT THE AUTHOR
Brian Heidelberger is partner at Winston & Strawn and chair of the advertising, marketing and privacy law practice. He tweets at @briheidelberger.

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