The FTCs advertising rules strictly prohibit deceptive advertisements: ads that readers or viewers probably wont recognize as ads. Even if something is labeled native advertising or sponsored content, its placement or writing style can lead people to believe its part of the rest of the site. Participants in the workshop (called, naturally, Blurred Lines) touched on the practices of several sites known for their sponsored content or native advertising, including Mashable, The Huffington Post, and BuzzFeed. By presenting ads that resemble editorial content, an advertiser risks implying, deceptively, that the information comes from a nonbiased source, said FTC chair Edith Ramirez.
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