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FTC Announces Native Advertising Workshop
Practical Law Legal Update 7-541-8645 (Approx. 3 pages)
FTC Announces Native Advertising Workshop
by Practical Law Intellectual Property & Technology
| Published on 17 Sep 2013 • USA (National/Federal) |
The Federal Trade Commission (FTC) will host a free, public workshop on December 4, 2013 in Washington, DC on native advertising, the practice of blending advertisements with news, entertainment and other content in digital media.
The Federal Trade Commission (FTC) has issued a press release announcing that it will host a free workshop open to the public on December 4, 2013 in Washington, DC on native advertising, which is the blending of advertisements with news, entertainment and other digital media content. The FTC's press release notes that advertisements that more closely resemble the content in which they are embedded are replacing banner advertisements on websites and mobile apps. The workshop aims to build on the FTC's previous initiatives to help consumers identify advertisements as advertising.
The FTC invites the public to submit:
- Original research.
- Recommendations for discussion topics.
- Requests to participate as workshop panelists.
- Examples and mock-ups to be used for illustration and discussion at the workshop.
The workshop may cover the following topics:
- 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 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? 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?
Submissions can be made electronically here or by paper. More information on submissions and the workshop is available in the FTC press release.