Advertorial
Updated
An advertorial is a paid article written to read like the editorial content around it. In the UK, the ASA (23 Mar 2023) deals with content a brand pays a publisher to create, in money or in kind. That content is likely to fall under consumer protection law and need disclosure as advertising. If the brand also has editorial control, the CAP Code applies too. The ASA adds that the CAP Code names "Advertisement Feature" as an appropriate label.
In the US, the FTC (Dec 2015) says the page where the full ad appears needs its own clear label. People can reach that page without passing through the publisher's site. The exception is a page that is obviously an ad.
Example: a DMO pays for a "48 hours in the city" article that features partner hotels, labeled above the headline. Some native advertising campaigns send clicks to an advertorial first, then on to the brand's own site.
Related: native advertising · sponsored content · landing page