New native rules demand ‘prominent cues’ as IAB and AANA move on commercial content
Advertisers will have to agree to using “prominent cues” in native online advertising, based on new principles released by the IAB and the AANA.
But questions surround just how prominent the cues to consumers will have to be and in a practical sense how the guidelines will work and be enforced.
The move by the IAB and the AANA comes just weeks after the ACMA approved new free-to-air TV guidelines that allows native advertisers to use the internet to identify advertisers backing TV shows.
Media Watch slammed the new guidelines, dubbing the ACMA a “watchpuss”.
It should be common sense from publisher end to disclose commercial agreements, but the AANA involvement in defining those guidelines is a step in the right direction. Advertisers start realising that non-disclosure is a dangerous game to play if you want to establish content credibility.
About time…
HaHaHaHaHaHaHaHaHaHaHaHa
Yes. The publishers have thick spines and will stand their ground.
Because if that leads to native having lower engagement the marketers and ad agencies will say “Sure. I understand that. And I am COMPLETELY ready to pay more money for worse results.
Good luck with it. Schmucks.