These guidelines, according to Ashdown group, provide advertising
professionals with the clear and practical steps for native advertising
to be identified more easily. All of the guidelines are supported by
ISBA – the voice of British advertisers – the Association for Online
Publishers (AOP) and the Content Marketing Association (CMA).
IAB outlined that the first of the two vital guidelines for the
native advertising sector are to give consumers “visible cues” that
allow them to instantly understand they are engaging with marketing
content put together by a third party.
On the other hand, the second is for labelled wording to be included that demonstrates a commercial agreement is in place.
These guidelines were decided following an IAB study, which found
that customers engage with native content due to how relevant it is to
them, whether they’ll gain value from it and if it is obvious that it is
is from a trusted source.
The study also identified that people’s trust in a brand can fall
if the source of the content is unclear, while characteristics
considered “good” in making content clear included a prominent
advertiser logo and boxing that makes native content look visually
unique.
Ian Twinn, director of public affairs at ISBA, said: “Advertisers
welcome this timely and clear guidance on native advertising. ISBA has
worked closely with the IAB to produce the guidelines, a further example
of advertising self-regulation that delivers consumer transparency
around advertiser funding of digital media.”
Tim Cain, managing director at the AOP, also commented on the
findings, noting that “clear delivery” of native advertising is vital to
encourage positive consumer interest.
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