The guidelines provide advertisers, publishers, agencies and advertising technology companies with clear and practical steps to make it easier for consumers to spot native advertising – digital ad formats designed to look and feel like editorial content.
Supported by ISBA – the voice of British advertisers – the Association for Online Publishers (AOP) and the Content Marketing Association (CMA), the guidelines meet the UK advertising industry’s CAP code, which is enforced by the Advertising Standards Authority (ASA).
Two of the key guidelines for native advertising formats are:
- Provide consumers with prominently visible visual cues enabling them to immediately understand they are engaging with marketing content compiled by a third party in a native ad format which isn’t editorially independent (e.g. brand logos or design, such as fonts or shading, clearly differentiating it from surrounding editorial content)
- It must be labelled using wording that demonstrates a commercial arrangement is in place (e.g. ‘paid promotion’ or ‘brought to you by’).