Native Advertising

A mention of the advertising nature, beside the content or the hyperlink leading to it, can inform the reader of the content’s commercial nature; that disclosure’s effectiveness will depend on the wording chosen and its location. [...] Several other methods are used for alerting the reader about the content’s commercial nature: visual differentiation (of the content or hyperlinks), the advertiser’s logo, the advertiser’s name, a notice regarding the respective involvement of the news organization and the advertiser in writing the content. [...] First, the erosion of the impenetrable wall that, in the news media, must separate editorial from advertising content exposes the news organization to a potential conflict between its economic interests, the advertiser’s interests and the public interest, and thus could imperil the independence of journalists and undermine public trust in them. [...] A review of the literature will enable us first to define the concept of native advertising and identify its uses, detect the models used within news organizations, and identify the issues surrounding this type of advertising, from the viewpoints of the news media and consumers. [...] Some authors think the commercial nature of a native advertisement should be indicated in a completely transparent way, if the news organization and the advertiser want to maintain a relation of trust with the reader: “[t]his clarity and openness gives consumers control over the interaction, speaks volumes about the intention of the advertised brand, and lays the foundation for a trusting relation