presentation: a framework for native begins with the right definition
DESCRIPTION
Native advertising and content marketing raise many issues that are not just ethical but legal and regulatory -- how ads are properly labeled and distinguished; what constitutes protected speech; proper use of trademarked property; and right of publicity. These questions become aggravated when brands become more entangled with content and when media companies themselves start creating ever more commercial content. The IAB gives its view. Presenter Clare O'Brien, Senior Industry Programs Manager, iab ukTRANSCRIPT
11 April 2023
This is a PowerPoint presentationContent and Native: establishing the framework for new digital advertising definitions Clare O’Brien, Senior Programmes Manager, IAB | April 1st, 2014
Out of the blue…..
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Out of the blue…..
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Out of the blue…..
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And on opposite sides of the Atlantic…..
Native definition
Native advertising is an online advertising method in which the advertiser attempts to gain attention by providing content in the context of the user's experience. Native ad formats match both the form and the function of the user experience in which it is placed. The advertiser's intent is to make the paid advertising feel less intrusive and thus increase the likelihood users will click on it.
Wikipedia
Native definition
Native advertising is an online advertising method in which the advertiser attempts to gain attention by providing content in the context of the user's experience. Native ad formats match both the form and the function of the user experience in which it is placed. The advertiser's intent is to make the paid advertising feel less intrusive and thus increase the likelihood users will click on it.
Wikipedia
US-driver: the iab’s Native Advertising Playbook responds rapidly
The IAB’s Content / Native Advertising working group
Definitions are an urgent requirement
We need to establish clear disclosure standards so consumers know exactly what content is paid for by brands when they engage online
Paid-for-content? Dozens of scalable and customised advertiser opportunities
Formatted advertising Editorial / UGC
De-muddying the waters
•Definitions•Labels• Industry – what’s being traded• Consumer-facing – what people can
understand when they are consuming media
•A standardised framework for Disclosure
Ad formats… example
Paid / Paid for content… examples
Paid / Paid for content… examples
Native formats… examples
Native formats… examples
Native formats… examples
An early bucket model
Advertiser owned
Media owner revenues (brand-based)
Branded Content Native formats Paid / Paid for content
Advertising
• Advertiser owned: conceived, made and managed
• Eg website / app… Content elements (article, slides, video, app, social pages / sharing)
• Contract publishing
• Automated (scale) content / audience aggregators / content matching:
• In-feed content• In-line• 3rd party
recommendation tools
• 3rd party curated / aggregated / amplified
• ‘Content experience’ ads
• Sponsored content (publisher made, looks like surrounding editorial – signed off by publisher)
• Advertisement feature (signed-off by advertiser, managed by the publisher, best practice to distinguish from surrounding content – not always case)
• Customised
• Customised / Proprietary / Standard ad formats
• Looks like an ad format – can be populated with dynamic, related content
• Promoted listing
The law: Consumer Protection from Unfair Trading Regulations (2008)
Ad Industry Regulatory Code: CAP
Advertising Standards Authority (ASA)
Statutory Regulator: OFCOM
Trading Standards Board (TSB)
Competition and Markets Authority (CMA)
IAB UK: no formal stake, but we are working with industry to supplement the industry code with industry agreed good practice
Statutory Regulator: Office of Fair Trading (OFT)
Regulated by…
Law is followed through…
Regulated by…
Is the legal backstop to…
APRIL 2014 split between…
How is this space regulated?
Existing regulation for ‘native advertising’
1. The Consumer Protection from Unfair Trading Regulations 2008 states that marketing communications must not be disguised to the consumer.
2. The CAP Code – the advertising industry code that is independently administered and enforced by the Advertising Standards Authority (ASA) – states (rule 2.1) that marketing communications must be obviously identifiable as such.
3. As with all other advertising, the content of the marketing communication itself is regulated by the rules outlined in the CAP Code.
www.iabuk.net/policy/briefings/the-consumer-protection-from-unfair-trading-regulations-2008.www.cap.org.uk/Advertising-Codes/Non-broadcast-HTML.aspx www.cap.org.uk/Advertising-Codes/Non-broadcast-HTML.aspx
Sponsorship is not covered by CAP
• A Partnership• Subject is influenced by the
sponsor• Created and signed off by the
media owner• Regulated by the PCC (soon
to be IPSO)
• This is NOT Native Advertising and covered by the PCC (Independent Press Standards Organisation from 1st May)
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