Antitrust Law Daily Wrap Up, ADVERTISING NEWS: FTC native advertising workshop to explore the blurring of digital ads with digital content, (Sep 16, 2013)
The FTC will host a workshop on December 4, 2013, in Washington, D.C. to examine the practice of blending advertisements with news, entertainment, and other content in digital media, referred to as “native advertising” or “sponsored content.” Announced on the FTC’s Business Center Blog, the workshop will ask the question: What are the consumer protection implications now that the lines between advertising and content appear to be blurring?
According to the agency, advertisements that more closely resemble the content in which they are embedded are increasingly being used to replace banner advertisements—graphical images that typically are rectangular in shape— on publishers’ websites and mobile applications. The workshop will bring together publishing and advertising industry representatives, consumer advocates, academics, and government regulators to explore changes in how paid messages are presented to consumers and consumers’ recognition and understanding of these messages.
The workshop builds on previous Commission initiatives to help ensure that consumers can identify advertisements as advertising wherever they appear. This includes recent updates to the Search Engine Advertising guidance, the Dot Com Disclosures guidance, and Endorsements and Testimonials Guides, as well as decades of law enforcement actions against infomercial producers and operators of fake news websites marketing products.
The FTC has invited the public to submit original research, recommendations for topics of discussion, and requests to participate as panelists. The Commission also invites the submission of examples and mock-ups that can be used for illustration and discussion at the workshop. Topics the workshop may cover include:
What is the origin and purpose of the wall between regular content and advertising, and what challenges do publishers face in maintaining that wall in digital media, including in the mobile environment?
In what ways are paid messages integrated into, or presented as, regular content and in what contexts does this integration occur? How does it differ when paid messages are displayed within mobile apps and on smart phones and other mobile devices?
What business models support and facilitate the monetization and display of native or integrated advertisements? What entities control how these advertisements are presented to consumers?
How can ads effectively be differentiated from regular content, such as through the use of labels and visual cues? How can methods used to differentiate content as advertising be retained when paid messages are aggregated (for example, in search results) or re-transmitted through social media?
What does research show about how consumers notice and understand paid messages that are integrated into, or presented as, news, entertainment, or regular content? What does research show about whether the ways that consumers seek out, receive, and view content online influences their capacity to notice and understand these messages as paid content?
Comments can be electronically submitted here. Paper submissions should reference Native Advertising Workshop both in the text and on the envelope, and should be mailed or delivered to: Federal Trade Commission, Office of the Secretary, Room H-113 (Annex X), 600 Pennsylvania Avenue, N.W., Washington, D.C. 20580. Requests to participate should include a statement detailing any relevant expertise in digital advertising and should be submitted by October 29, 2013, via email to nativeads@ftc.gov. Panelists selected to participate will be notified by November 6, 2013.
The workshop will be held at the FTC’s satellite building conference center, located at 601 New Jersey Avenue, N.W., Washington, D.C.
News: Advertising ConsumerProtection FederalTradeCommissionNews