National Advertising Division says it's keeping an eye on native ads

09/30/2013 | Advertising Age (tiered subscription model)

The National Advertising Division has cleared a series of sponsored articles on the tech website Mashable that had the phrase "sponsored by" removed. The inquiry found that the advertiser, Qualcomm, did not have influence over the content of the articles and that its sponsorship "more akin to an advertisement that ran alongside an article for a period of time." The NAD has "been interested in the native advertising category for some time," said staff attorney Laura Brett.

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