Native advertising and sponsored content: when to label it an ad
Native advertising looks like the news, articles, reviews or entertainment around it, and the FTC says it must not mislead people about its commercial nature. Ask the assistant whether your sponsored article, widget link or product placement needs a label.
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Transparency is the test
It is deceptive to suggest an ad is independent or comes from someone other than the advertiser, even when its product claims are true. An ad that clearly looks different from the surrounding news may need no label; the more it resembles the publisher's format and topics, the more likely a disclosure is needed.
Headlines and thumbnails on a publisher's main page must not be deceptive "door openers". The click-into page usually needs its own disclosure too, unless it is obviously an ad.
Labels consumers understand
Terms likely to be understood include "Ad", "Advertisement", "Paid Advertisement" and "Sponsored Advertising Content". FTC staff advise against "Promoted" or "Promoted Stories", which are at best ambiguous, and note that logos or company names alone are not likely adequate.
Questions fréquentes
Do billboards inside a video game need an ad label?
Usually not, because players recognize them as ads. Advertisers remain liable for any deceptive claims on them.
Does a paid how-to video need a disclosure?
Yes, when viewers would not attribute it to the sponsor. FTC staff say the disclosure should come before people play the video.
Is the native advertising guide binding?
It is informal staff guidance supplementing the FTC's Enforcement Policy Statement on Deceptively Formatted Advertisements. The legal basis is the FTC Act's ban on deceptive or unfair practices.
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claude mcp add --transport http kopik-ftc-advertising-endorsements-email-marketing "https://kopik.io/api/mcp?base=ftc-advertising-endorsements-email-marketing" --header "Authorization: Bearer kpk_…"{
"mcpServers": {
"kopik-ftc-advertising-endorsements-email-marketing": {
"url": "https://kopik.io/api/mcp?base=ftc-advertising-endorsements-email-marketing",
"headers": {
"Authorization": "Bearer kpk_…"
}
}
}
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curl -X POST https://kopik.io/api/v1/bases/ftc-advertising-endorsements-email-marketing/query \
-H "Authorization: Bearer kpk_…" \
-H "Content-Type: application/json" \
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