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Marketers are always testing the boundaries as it pertains to getting eyes to focus on messaging. For example, if you ever visit website applications, you’ve surely came across advertisements that are almost indistinguishable from the content in the website as they are ‘native to the experience’ of the platform or service that is being used. The “stories” are made to look like relevant news content, and there is no textual mention that these are all pay-for-placement ads. This doesn’t just happen for news websites but also for Facebook with suggested posts, Twitter with promoted tweets, and on and on. This type of advertising is called “native advertising”. You’d have to dig a bit deeper to find out if this is paid or organic content. The question then becomes whether native advertising is fair to the consumer or is it ‘deceptive advertising’?

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Thomas Yohannan

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