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Publishers — and marketers — must meet ethical standards in native advertising

Native advertising — or what we used to identify by the slightly less opaque term advertorial — has earned some pretty interesting headlines lately. Presented in the context of editorial content, native advertising is heralded as a savior of the publishing industry, opening up a new revenue stream for publishers and freelance journalists, or maligned as the death of journalism because it undermines public confidence in journalistic independence.

Much of the discussion has centered on the responsibility of publishers to ensure consumers aren’t hoodwinked by ads-posing-as-editorial-content. It is important to remember, though, that advertisers bear a responsibility to consumers as well.

Continue reading at AdAge.com