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Poll: Are IAB Guidelines Enough to Discourage Ad ‘Camouflaging’ by Publishers?
Image Credit  Steve Wilson Creative Commons license

Poll: Are IAB Guidelines Enough to Discourage Ad ‘Camouflaging’ by Publishers?

Native Ads have attracted their fair share of controversy. Matching both form and function of the user experience on which they are placed, they are designed to be appear less intrusive, therefore increasing the likelihood of being clicked. But how to prevent ad content from becoming indistinguishable from editorial? 

The Internet Advertising Bureau (IAB) advises advertisers to follow two guidelines: 

Regardless of native advertising unit type, the IAB advocates that, for paid native ad units, clarity and prominence of the disclosure is paramount. 

The disclosure must: 

  1. Use language that conveys that the advertising has been paid for, thus making it an advertising unit, even if that unit does not contain traditional promotional advertising messages. 
  2. Be large and visible enough for a consumer to notice it in the context of a given page and/or relative to the device that the ad is being viewed on. Simply put: Regardless of context, a reasonable consumer should be able to distinguish between what is paid advertising vs. what is publisher editorial content. 

​This week we are asking: Are IAB guidelines enough to discourage ad ‘camouflaging’ by publishers?

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Mark  Jones

Mark Jones

Editorial Executive at PerformanceIN. Mark reports performance marketing news and manages PI's network of guest contributors.

Originally from Plymouth, Mark studied in Reading and London, eventually earning his Master's in Digital Journalism- before making his return to the West Country to join the PI team in Bristol.

Read more from Mark

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