FTC Tied Native advertising Into Chains

FTC Tied Native advertising Into Chains.pngNative ads are the ads that do not appear ads. It must be the oversimplification of definition of native ads. Many sites are implementing native ads, which are actually liked by the reader. We, as a reader, have tendency to skip ads as soon as we can. But if we have to watch an entire ad, say to play a video, then nothing tops the irritation. With the native ads, marketers have found the best way to grab readers attention till now. These ads are embedded in the posts such that, they appear a part of the post. One example of native ad is sponsored post. When readers have gone through the whole post then they realise that it was actually a big fat advertisement. Anyway, they get what they want i.e. some information or humour and marketers get what they want- brand recognition. So a win win situation for all. Thus native ads are becoming so much popular especially for mobile. In mobile phones, because of small screen, everything is so small that an irrelevant ad appear as a biggest obstacle between you and what you want to read.

Now, it is not easy to get readers to read something that they do not intend to. Or to hack their right to read free. Yes, there is someone to protect consumers from deceiving plans of marketers- FTC, Federal Trade Commision. FTC from time to time formulate rules to protect consumer from misleading competitive digital world. According to seo company kansas, sometimes ads adversely affect the ranking of a website. So it is wise to go according to the FCT norms.

What FTC has to say Now

  • FTC’s new rule says what we truly agree upon- the Ad should appear ad. It is that straightforward. It should be made clear to the readers that what they are going to get in the post is ad. Now they will decide whether they will read the post or not. Even if the claims made in the ad are true to the core, if they are misleading readers, they will be considered as deceptive.
  • No ‘deceptive door opener’. Meaning, the claim should not be false and too attracting at the same time, such that readers are tempted to read it. The advertisers are responsible for it. They should disclose full terms and conditions. And if the article is shared by some one, it should carry the disclosure too.
  • On social media, ads should not be disguised as regular article. But it is very tough to control what people are posting on social media. This does not concern FTC, it just want social media to display commercial nature of the post.
  • For organic search too, the urls should disclose the native ad’s url. All the images, snippets etc should point to the commercial nature of the post.

So What Needs To Be Done

Let us go through a revision about what advertisers should do:

  1. Include disclosure in the start of url like example.com/advertisement/<slug>
  2. Disclosure at the start of the title.
  3. Disclosure in the meta description.
  4. All social sharing data should contain disclosure like twitter cards, sharing buttons.
  5. Embedded media like video or image should have disclosure.
  6. Links to the native advert from elsewhere on the publisher’s site includes disclosures in both links and images.

Summary

What FTC wants to imply is that at very click and redirect, reader should know that they are leading to the advertisement. Many of us pay a little attention to the detail and are attracted by good looking pictures as iron to magnet. So all is in the favour of a reader. But from marketer point of view, it has become very difficult to ad on social media and search media. Best Seo Company In dallas suggests to rely more on organic search traffic and social media redirects because the scope of native ads has been tied into chains.

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