Chapter 14, Problem 14.10MA

Summary Introduction

Case summary:

Olden day’s marketers advertised through television, newspapers, and magazines, but today almost all companies market their message online through native advertising. Initially, the sponsorships were not mentioned. But today sponsorship of negative advertisements is labeled.

Native advertising at present is growing rapidly with 73% of online publishers, and 40% of brands use it. People can study from the website in what manner the big data will change regarding the gender gap in science, technology, and so on. Few other websites help marketers to create sponsored content.

Social media is playing a major role nowadays. The native advertising has also caught the attention of Federal Trade Commission (FTC); recently, Federal Trade Commission held a meeting on advertisement or content? It was the conference regarding issue of blending advertising with content and news.

The Federal Trade Commission (FTC) is an individual agency whose main goal is to protect customers and ensure a tough competitive market by implementing antitrust laws and customer protection.

To discuss: Whether Federal Trade Commission that present rules and regulations about online advertising is suitable for this nature of advertising promotion and will FTC issue new rules and regulation.