Trial and Error in Sponsored Content

The story circling the web today about The Atlantic’s native advertisement for Scientology raises all sorts of questions for digital newsrooms. And there are no easy answers.

In case you missed it: yesterday around lunchtime, an ad package, labeled as sponsored content, went live on The Atlantic’s website. The native advertisement was for the Church of Scientology, under the headline “David Miscavige Leads Scientology to Milestone Year.” 

If it weren’t for the comment section, the package might have gone unnoticed.

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