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If the Federal Trade Commission decided to audit publishers' native ads today, around 70 percent of websites wouldn't be compliant with the FTC's latest guidelines, according to a new report from MediaRadar.
After reviewing thousands of native ads, MediaRadar found only one-third of publishers currently label their native advertising properly to adhere to rules released by the FTC in December. The guidelines clarifies which words publishers should include to make it clear that readers are reading an ad or sponsored content, rather than a traditional editorial story.