Here's How to Avoid FTC Scrutiny of Your Clients' Native Ads

New guidelines detail disclosure requirements

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The Federal Trade Commission has new guidelines for native ads—and a new commitment to cracking down on violators, which could include brands, agencies or others involved with creating branded content.

"In appropriate circumstances, the FTC has taken action against other parties who helped create deceptive advertising content – for example, ad agencies and operators of affiliate advertising networks," according to the guidelines. "Everyone who participates directly or indirectly in creating or presenting native ads should make sure that ads don't mislead consumers about their commercial nature.

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