Katie Coen

As a journalist, ethics are everything. I have spent years learning the implications of not telling the truth and hiding sources. I’ve taken classes where we learn the in’s and out’s of what is acceptable and what is not. Ethics is the name of the game in the industry, but many news organizations have found a way to slide advertisements into their content in a sly way. It’s not a bad thing, but it is something readers need to be aware of.

What is Native Advertising?

Imagine you are on a newspaper or news station website scrolling to find something to read. You spot an article that looks similar to everything else on the screen but there’s a small message saying “Sponsored Content”. That’s a native advertisement. It’s a type of ad that blends in with the rest of the content on a page, and it can be quite controversial. 

The goal of a native ad is to engage readers without looking too much like promotional content. A Reuters report found 73% of readers would rather see native ads than regular advertisements. This is because many say they are less intrusive and stick out less. The content in a native ad tends to offer a connection to the reader. It may be a story that relates to the product or service being advertised. 

Companies may use them to make their websites look cohesive without popups and sponsored images on their pages. They are more successful, as noted before, which brings in more clicks and money to the organization.

The Controversy

Because these types of advertisements blend into a website, some could say they are hiding the fact that the content is sponsored. Some journalists say this goes against the ethics and integrity of reporting, and could worry about their credibility. If native advertising is done correctly, this shouldn’t be a problem.

Making Native Advertisements Ethical

There are things that companies can do to make sure they keep ethics in mind when including native ads on their sites. It’s important to note that Reuters’ study found the majority of readers, 86% to be exact, can tell the difference between published content and native ads. This shows that most organizations adhere to the following steps.

1. Make it Clear

One of the key ethical considerations in native advertising is transparency. Readers must be able to clearly see that branded content is different from what the site is producing. To make this happen, all native advertisements should be labeled. There should be clear lettering saying “Sponsored Content” and the name of the company sponsoring the ad should be shown clearly. This can be in the byline, or the heading of the content. It should be mentioned multiple times throughout too.

2. Follow FTC Guidelines

Since this type of advertising has become so popular, the Federal Trade Commission (FTC) has published guidelines on how to use them properly. These rules explain why it’s important not to deceive the public with native advertisements. Their laws say organizations must be transparent and not try to hide the fact that the content is an ad. They give information on when and where they need to be labeled. 

“Advertisers are responsible for ensuring that native ads are identifiable as advertising before consumers arrive at the main advertising page”

FTC, Native Advertising: A Guide for Businesses

They must disclose it is an ad using “clear and unambiguous language” in easy to read text that stands out against the background. 

3. Be Selective

Native advertisements should align with the brand’s vision and purpose. This means not all ads work with all companies. A native advertisement should have some connection to the existing content on the site and should try to engage the readers the same way any other content would. This means organizations wanting to use native ads must make selective choices about what fits and what doesn’t.

A news organization must keep their integrity alive, even when it comes to sponsored content. Whatever is said or shown within the ad should be factual. Whoever manages the advertisements’ content needs to make sure it is accurate before puzzling readers. But no matter what the brand is, the native advertisements should relate to their readers and be about something they are interested in. These topics can be discovered by researching and surveying readers about what they want to see or are looking at on other sites.

Impact on Content Strategy

When native advertising is executed ethically, it can significantly help a brand’s content strategy. By integrating advertisements seamlessly into their platform, readers are not interrupted in their experience. For this reason, these types of ads improve SEO and the overall look of the site.

A big part of the content strategy that many organizations focus on is trust. They want their viewers or readers to see them as a credible course. If native ads are labeled properly and adhere to FTC guidelines, an organization shows they care about their viewers and can be trusted. This can even be the first step in a relationship between the brand and a customer or consumer. 

The brand sponsoring the native ad can also get more buzz. By associating with reputable news outlets, a brand can gain credibility and trust from consumers who think of them as reliable sources of information.

In addition, the targeted nature of native ads helps reach a relevant audience. This keeps readers coming back for more. 

The ethical concerns about native advertising are valid, but if organizations take the necessary steps, they will be safe from harming their reputation. If readers are informed about the advertisement that holds a trustworthy message, there should be no problems. And if it’s done right, their content strategy can be enhanced.