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FTC Studies Effectiveness of Disclosures in Contexts of Search Engines and Native Ads

January 8, 2018, Covington Advisory

In late December, the Federal Trade Commission (“FTC”) released a Staff Report titled Blurred Lines: An Exploration of Consumers’ Advertising Recognition in the Contexts of Search Engines and Native Advertising. This Report is the most recent sign of the FTC’s continuing interest in native advertising and effective online disclosures. This study builds upon the FTC’s Enforcement Policy Statement addressing “Native” Advertising and Native Advertising: A Guide for Businesses, as well as recent enforcement cases (e.g., Tarr and Lord & Taylor).

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