At the end of December 2015, the Federal Trade Commission (FTC) released new guidelines for native advertising, as well as a revised enforcement policy statement regarding those specific advertising formats. The FTC’s policy has always been to ensure that consumers are not misled or deceived by any advertising, i.e. aware at all times what is news or entertainment content versus what is commercial content. However, the new guidelines and enforcement policy take a more explicit and assertive approach.
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With the rapidly expanding emphasis on mobile and online media, advertisers are having to scramble to make new connections with consumers. In recent months, many brands have begun to utilize native advertising.
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