When Ads Look Like Content

In their search for new ad revenue, many news outlets have embraced "sponsored content" -- advertisements that are meant to blend in with regular editorial content. Now regulators are taking a look at the practice.

The Federal Trade Commission on Dec 4 will host an informal workshop for advertisers, publishers and legal experts titled "Blurred Lines: Advertising or Content?" to discuss whether media outlets are adequately identifying sponsored stories on their websites as promotional pitches, and to consider if consumers might be misled. The gathering isn't a hearing or investigation of sponsored content or its practitioners. But it could serve as a jumping-off point for the FTC, which is charged with preventing unfair or deceptive advertising practices, to eventually establish guidelines governing sponsored-content practices.

(Dec 1)