Proceedings of the 4th World Conference on Media and Communication
Year: 2024
DOI:
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The Rise of Native Advertising, Perspectives, Challenges and Regulations
Dr. Ljupka Naumovska
ABSTRACT:
In the last decade, following a massive decline in online advertising credibility and trust, Native advertising has emerged as a prominent digital marketing strategy, seamlessly integrating promotional paid content within editorial and organic context across all social media platforms. This paper investigates the diverse forms of native advertising, exploring its evolution from product placements and branded content to immersive experiences like sponsored social media posts and influencer collaborations. While native advertising offers brands an effective and different means to engage with audiences, it also raises critical concerns regarding regulatory overseeing, disclosure and transparency. In recent years, regulatory bodies like FTC, have grappled with the challenge of enforcing guidelines to distinguish native ads from editorial content clearly to secure application of standardized advertising rules but also to protect all customers including vulnerable groups and children. Despite efforts to establish transparency standards, native advertising often blurs the line between promotion and editorial, leading to instances of consumer deception and distrust. This paper examines the failure of regulations to keep pace with the evolving landscape of digital marketing, highlighting instances where ambiguous disclosure practices have compromised consumer autonomy and integrity. Through an analysis of regulatory shortcomings and case studies of native advertising campaigns, this paper sheds light on the existing forms of Native advertising, followed by the need for more robust enforcement mechanisms and industry-wide standards for the benefit of all involved parties. By addressing the challenges posed by native advertising, with special focus on ethics and vulnerable groups, regulators can strive to safeguard consumer interests while fostering innovation and creativity in marketing practices. Ultimately, achieving a balance between promotional imperatives and ethical transparency is imperative for the sustainable evolution of native advertising in the digital era.
keywords: Digital marketing; Native advertising, social media, online advertising regulations