What is native advertising? Is it a new practice, or little more than a new name? Is it legal?

Is it the same as content marketing? How does it relate to what was sold to us as the greatest content marketing strategy ever, i.e. social media marketing?

Does native advertising happen only on social media, or has the practice spread to newspapers?

Does native advertising work? For whom does it work? Does it have negative consequences for society?

How was the problem dealt with in the past? Should native advertisement be deregulated, or should it be more seriously regulated? Which other problems may native advertising face?

Native advertising is the latest name given to the practice of placing advertisements that look like the editorial content of a publication. [1]

Native advertising usually takes the form of an article or a video which is produced by an advertiser with the intent to promote a product or a brand, while matching the style used in the normal content of the publication.

This practice gets more attention by consumers, as some of the credibility of the news publication rubs off on the advertising material.

Native advertising is increasingly popular on the web, the mixing of content and advertising being for the most part accepted on websites with no content of their own, such as search engines or social media websites.