43 percent of US readers say they have been disappointed or deceived by sponsored content

You might have heard: Sponsored content is on the rise as a new revenue stream for publishers

But did you know: According to a new report by the Reuters Institute for the Study of Journalism, 43 percent of U.S. news consumers have felt tricked or let down by native advertising or sponsored content. The 2015 Digital News Report also showed that half of news consumers in the U.S. and U.K. accept sponsored content because it provides them with free news, but more than a quarter think less of news outlets that publish native advertising. Younger respondents were less likely to feel deceived by sponsored content.

+ More from Reuters’ 2015 Digital News Report: The use of mobile devices to access news on a weekly basis surged in the last year from 37% of respondents to almost half, but although 70 percent of smartphone users have downloaded a news app, only one-third use them on a weekly basis (Guardian)