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ARTICLE · 13 SEPTEMBER 2016

New Age Advertorials: Best Practices In Native Advertising

Gowling WLG
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It has happened to you. You clicked on the cutest video of tiny 4-year-olds jumping across 2-feet fences on horribly naughty ponies, and all of a sudden you went from content to what is barely discernible as an ad...

CanadaMedia, Telecoms, IT, Entertainment
Brenda Pritchard
Brenda Pritchard
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It has happened to you. You clicked on the cutest video of tiny 4-year-olds jumping across 2-feet fences on horribly naughty ponies, and all of a sudden you went from content to what is barely discernible as an ad for a weight reduction product or more likely a very expensive new saddle.

It is estimated by IAB Canada that the Native Advertising spend globally will reach $21 billion in 2018 (Interactive Advertising Bureau of Canada, 2016).

Native Advertising which is defined as "a type of disguised advertising technique that matches the form and function of the platform upon which it appears" (Wikipedia, 2016) is not illegal per se. What is clear from both the FTC and the Competition Bureau guidance is that the harm to be avoided is misleading consumers into believing that content is editorial content rather than paid advertising.

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