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BizReport : Advertising archives : January 06, 2016

IAB expresses concern that FTC native advertising guidelines may 'stifle innovation'

The new FTC guidelines aim to ensure consumers are not deceived by native advertising, but the Interactive Advertising Bureau believes they might stifle innovation.

by Helen Leggatt

Ad blocking has prompted marketers to spend more on online native advertising as they attempt to reach consumers with less intrusive and more engaging ads. For publishers, native ads often command a hefty premium over other types of online ads, which consumers have become adept at avoiding.

While the Interactive Advertising Bureau (IAB) applaudes the FTC for providing native advertising guidance to media and marketing industries, they have expressed concern that they might "impinge on commercial speech protections and longstanding advertising conventions familiar in other media".

According to Brad Weltman, Vice President, Public Policy, IAB. "While guidance serves great benefit to industry, it must also be technically feasible, creatively relevant, and not stifle innovation. To that end, we have reservations about some elements of the Commission's Guidance."

In particular, the IAB has focused on the section of the guidelines that calls for "plain language" for disclosure, claiming the section called "clarity of meaning" is "overly prescriptive."

Mark Van Scyoc /

Image via Shutterstock

Tags: advertising, content, native advertising

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