As the debate rages over the ethics of native advertising on both sides of the Atlantic, regulators in the U.K. have added more fuel to the fire.

A ruling by the U.K.’s Advertising Standards Authority against Outbrain is forcing publishers and technology platforms to review the labeling of paid content recommendations on their sites. Anyone who has spent more than 10 minutes online has seen these widgets: paid content on publisher sites that tell readers they “might also like” one of several stories “from around the Web.”

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