Advertisers will be required to provide consumers with a “prominently visible cue” to demarcate paid-for advertising content in the online environment, according to new native advertising principles jointly launched by the Australian Association of National Advertisers and the Interactive Advertising Bureau of Australia.
The labelling cues could constitute the use of a brand’s logo in or around content or different design, font or shading that clearly differentiates paid-for content from normal editorial.
The best practice principles for online are designed as a consumer protection tool for advertisers to reference and bring together guidance from both the AANA and IAB Australia.
Simone Brandon, director of policy and regulatory affairs at AANA, said the principles would ensure people knew when they were viewing independent commentary and when they were viewing native advertising.
“Responsible, respected and innovative marketing is at the heart of what our members stand for and these principles will help guide advertisers so that they are transparent and ethical in how they communicate about their brands online,” she said.
IAB Australia CEO Alice Manners said the principles were expected to provide valuable guidance to advertisers and publishers alike.
“The rise of native advertising and storytelling by brands is fundamentally shifting the way in which we, as an industry, need to consider advertising. The Native Advertising Principles are an important addition to the IAB Australia’s Advertising Playbook and the AANA’s Code of Ethics,” she said.
IAB Australia chairman and Yahoo 7 CEO Ed Harrison said native advertising was a strategically important format for the industry, particular in the drive towards monetising mobile.
“Its ability to provide a seamless consumer experience is exceptional, but its success will ultimately be defined by ensuring the advertisements are clearly delineated and defined for consumers,” Mr Harrison said.
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