The FTC Draws the Line on Native Advertising

23 March 2016
View Client Update

Key takeaways

  • The FTC’s settlement with Lord & Taylor last week sheds light on one of the Commission’s newest priority areas: native advertising.
  • Native advertising should generally be accompanied by clear and prominent disclosures identifying the content as advertising.
  • Paid endorsements, including posts made by bloggers and other online “influencers” after receiving samples or other compensation, instruction, etc. from a company, should also be accompanied by disclosures, and advertisers must take steps to ensure that the disclosures occur.