Ad formats and labels
Native advertising
Updated
Native advertising is paid advertising that matches the look and feel of the page or feed where it appears. A 2019 IAB playbook names three core types: in-feed ads, content recommendation ads and branded content. It says all three need a label showing they are paid.
The rules on labels differ by market:
- US: the FTC's guide (Dec 2015) says "Ad" and "Paid Advertisement" are likely to be understood. It says advertisers should not use "Promoted", which it calls at best ambiguous.
- UK: the ASA's advice (dated 23 Oct 2026) says people must know when they are looking at an ad.
Example: a tour operator places a labeled headline about walking trips in Portugal in a news site's feed. The click leads to a page about the trip.
Related: advertorial · sponsored content · recommendation widget