PerformanceININside Performance Marketing
JOIN THE PERFORMANCEIN Join the PerformanceIN Partner Network
Performance Marketing Awards 2020
Deadlines ApproachingRegular Entries: Midnight GMT 16 Jan
Final Entries: Midnight GMT 23 Jan
Download Entry Kit ❯
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?

Continue the conversation

Have something to say about this article? Comment above, share it with the author @markjpi or directly on Facebook, Twitter or our LinkedIn Group.

Mark  Jones

Mark Jones

Mark manages all aspects of editorial on PerformanceIN as the company's Head of Content, including reporting on the fast-paced world of digital marketing and curating the site’s network of expert industry contributions.

Going by the ethos that there is no 'jack-of-all-trades' in performance marketing, only experts within their field, Mark’s day-to-day aim is to provide an engaging platform for members to learn and question one another, helping to push the industry forward as a result.

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

You may also like…