J.R.McHale

**FTC [Press Release](https://www.ftc.gov/news-events/press-releases/2015/12/ftc-issues-enforcement-policy-statement-addressing-native)** – December 22, 2015

**FTC Enforcement Policy Statement on Native Advertising:** [pdf](https://www.ftc.gov/system/files/documents/public_statements/896923/151222deceptiveenforcement.pdf) (16 pages)

**FTC Guide for Business:** [Native Advertising](https://www.ftc.gov/tips-advice/business-center/guidance/native-advertising-guide-businesses)

**News Reports:**

> [FTC Issues New Rules for Native Advertising on the Internet](http://recode.net/2015/12/22/ftc-issues-new-rules-to-native-advertising-on-the-internet/) – Re/Code

> [The FTC has Finally Given Some Specific Guidance on What Native Ads are Meant to Look Like](http://www.businessinsider.com/ftc-issues-native-advertising-guidance-2015-12) – BusinessInsider

> [Trade Group Takes Issue With FTC’s Native Advertising Guidelines; IAB Says Some Guidelines are ‘Overly Prescriptive’](http://www.wsj.com/articles/trade-group-takes-issue-with-ftcs-native-advertising-guidelines-1450982521) – Wall Street Journal

**Related:**

> **Study** – [Going Native: Effects of Disclosure Position and Language on the Recognition and Evaluation of Online Native Advertising](http://www.tandfonline.com/doi/full/10.1080/00913367.2015.1115380) – Bartosz W. Wojdynskia & Nathaniel J. Evans (Grady College – University of Georgia), published in the Journal of Advertising. Study News Coverage: [Consumers Can’t Tell Native Ads From Editorial Content](http://www.mediapost.com/publications/article/265789/consumers-cant-tell-native-ads-from-editorial-con.html)

> **Academic Paper** – [Native Advertising and Endorsement: Schema, Source-Based Misleadingness, and Omission of Material Facts](http://papers.ssrn.com/sol3/papers.cfm?abstract_id=2703824) (pdf; 23 pages) – Chris Jay Hoofnagle (School of Information, University of California, Berkeley, and School of Law, Berkeley Center for Law & Technology) and Eduard Meleshinsky (Bryan Schwartz Law)