FTC to take closer look at native-ad disclosures

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Washington, D.C.—The Federal Trade Commission, continuing to urge publishers and advertisers to more clearly distinguish digital ads from non-commercial content, will hold a workshop on native advertising on Dec. 4. The workshop will examine the practice of serving sponsored content alongside editorial content on a similar topic. The FTC is inviting publishers, advertising industry representatives, consumer advocates, academics and government regulators to explore changes in how paid messages are presented and how ads can be differentiated from regular content, such as through the use of labels and visual cues, among other topics, the FTC said in a statement. In June the FTC issued a warning to search engine companies about what it considers a blurring of the lines distinguishing paid search ads from organic search results.
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