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Research shows that readers are more likely to recognize native advertising if it is labeled as ‘advertising’ or ‘sponsored content’


New research from the University of Georgia’s Grady College of Journalism and Mass Communication shows that if a news organization wants a reader to recognize paid content, it needs to label it as “advertising” or “sponsored content.” The study found that readers were more likely to recognize paid content labeled with those identifiers as sponsored content than they were when it was labeled with more ambiguous terms such as “brand voice” or “presented by.”

+ The findings from the study are particularly relevant given that the FTC recently released new guidelines for native advertising, saying that “disclosures must be understandable” (Wall Street Journal), which will likely force many publishers to change how they present their native ads (Digiday)

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