A Checklist for Native Advertising: How to Comply with the FTC’s New Rules

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The FTC recently published their updated rules (and more accessible “guidance”) on what constitutes a “misleading” native advert [PDF]. I’ve read them. I only fell asleep twice. Then, near the end, a couple of bombshells.For those who haven’t been following the trends closely, native advertising is a form of digital advertising whereby adverts are included “in-stream,” interspersed with regular editorial content.

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Apple Now Allows Push Notification Advertising

Article | March 4, 2020

The company stated that the majority of Apple devices now are running iOS 13. It is the latest iOS. With that in mind, developers must update their apps using the latest iOS and technologies available. Apple requires developers to use the iOS 13 SDK when creating new apps and updates. This new guideline will start on April 30, 2020. With this kit, apps can provide features, like Dark Mode and others. Furthermore, the company wants developers to ensure that their apps are compatible with supported devices, like the iPhone 11 and the latest iPad. With the latest App Store guidelines, Apple is lifting its restrictions regarding push notifications. The company has banned apps from using push notifications in promoting or advertising products. However, this ban has been lifted as per the current guidelines.

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Be brave with your advertising – in difficult times, your consumers need you

Article | March 4, 2020

Brands that continue to advertise through the coronavirus crisis will enjoy increased salience as consumers use media to occupy their time – and if you don’t, your competitor will. The most common question I’ve been asked by brands in the past two weeks is: “Should we continue to invest in advertising during the coronavirus outbreak, when so many people are isolated?” Marketing Week’s own figures show that many marketers are delaying their campaigns during this time. The truth is, none of us really knows the answer, but I can’t help but feel that for consumer brands this is the time to show that your brand matters. During times of uncertainty and hardship, we look for support, reassurance and even entertainment from brands we trust. It’s in uncertain times when we’ll need and remember you the most.

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Google Launches Over $800M Plan to Respond to Covid-19 Crisis

Article | March 4, 2020

According to a post by Sundar Pichai, CEO, Google is announcing a new over $800m plan to support small- and medium-sized businesses (SMBs), health organizations and governments, and health workers on the frontline of this global pandemic. $250m in ad grants to help the World Health Organization (WHO) and more than 100 government agencies globally provide critical information on how to prevent the spread of COVID-19 and other measures to help local communities. This is an increase from the initial $25m announced last month. In addition, the company is providing $20m in ad grants to community financial institutions and NGOs specifically to run public service announcements on relief funds and other resources for SMBs.

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How Online Tracking and Bloated Ad Tech Impact the Customer Experience

Article | March 4, 2020

The retail landscape is more crowded than ever. Nearly every day, a new brand pops up seeking consumer attention and buy-in across the globe, and this intense competition has fostered some questionable practices in the world of digital advertising. Hungry for impressions, retailers and online brands have invested billions into powerful advertising technology with the ability to collect very personal information on each customer in order to deliver them extremely, almost dangerously, targeted ads. As the retail experience shifts away from brick-and-mortar stores and hones in on e-commerce, retailers of all sizes will continue to spend egregious amounts to capture consumer sentiment.

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BETC

BETC is one of the top advertising agencies in France, and is part of the Havas Group (5th Global ranking). We Gather Strong People, Produce Great Work & Create Cool Brands. We love to rethink the boundaries across media, culture, communications and business to reinvent relationships between brands and the public.

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