Lesson 1: Native Advertising

Native advertising is defined as “any paid advertising that takes the specific form and appearance of editorial content from the publisher itself,” (Wojdynski & Evens, 2016, p. 157). In essence, native advertising is the use of advertisements which are disguised as authentic content. Fullerton, McKinnon, and Kendrick (2020) define fake news as content that is intentionally misleading, sensationalized, or deliberately false.

Native advertising mimics the look and feel of authentic content and falls under the umbrella of fake news.

One of the most common forms of native advertising is that of sponsored content. Ikonen, Luoma-aho, and Bowen (2016) describe sponsored content as a hybrid between advertising and journalism. Companies pay content providers to create articles which paint their product, service or idea in a positive light and then place those sponsored articles within the context of the independently written editorial medium. “It is about creating content that is so appealing that the potential customer wants to enjoy it, unlike advertising which is generally just disliked and skipped” (Lehto & Moisala, 2018, p. 3).

For sponsored content to be successful, the articles must look real. However, because the advertisements look like real articles, the audience may be deceived into thinking it is a credible editorial, not an advertisement (Schauster, Ferrucci, & Neill, 2016).

Next Page: Trust