2015

Native Advertising and Endorsement: Schema, Source-Based Misleadingness, and Omission of Material Facts

Chris Jay Hoofnagle & Eduard Meleshinsky, Native Advertising and Endorsement: Schema, Source-Based Misleadingness, and Omission of Material Facts, Technology Science (2015).

Abstract

Native advertising is the new term for “advertorials,” advertisements disguised as editorial content. Modern native advertising started in the 1950s, but its first uses were clearly signaled to the consumer. This paper explains why consumers might be misled by advertorials—even when labeled as such—when advertising material has elements of editorial content.

Research Area(s)

Last updated: September 20, 2016