Demand for native and in-app advertising is expected to grow in 2016, and we’re sure that’s a good prediction, because other parts of the advertising business will be coping with the use of ad blockers. However the FTC issued new regulations around native ads just before Christmas 2015. Our development team is already examining the new regs and making them part of our in-app and native strategies.
“A key thread in the guidelines is that the user needs to know if content is an ad before she clicks and/or consumes content. It outlines in detail the types of placement, size, contrast and language that avoids consumer confusion.”
This is pretty tricky, because in the words of the guidelines themselves,
an act or practice is deceptive if there is a material misrepresentation or omission of information that is likely to mislead the consumer acting reasonably in the circumstances. A misrepresentation is material if it is likely to affect consumers’ choices or conduct regarding an advertised product or the advertising for the product.
In evaluating whether an ad is deceptive, the FTC considers the net impression the ad conveys to consumers. Because ads can communicate information through a variety of means – text, images, sounds, etc.... Read more