ABSTRACT
This chapter provides an overview of the emerging practices and norms around native advertising, with a particular focus on advertisements which attempt to sway the reader's feelings about social or political issues. It also provides an overview of the debates about native advertising and current regulatory efforts around native content. In the United States, native advertising is regulated by the Federal Trade Commission, the Federal Communication Commission and by various self-regulatory bodies including the Interactive Advertising Bureau (IAB). The most frequently discussed effect of native advertising is its ability to affect readers in a measurably different manner than conventional print or digital advertising, with engagement rates at times approaching those of editorial content. The Native Advertising Institute found that almost 40 percent of publishers were concerned about the "lack of separation of the editorial and commercial sides of their business" when it came to native advertising.
