The identification of native advertising in newspapers, a time and sector based analysis
Abstract
This article will draw up a map of native advertising in the national press that complies with the identification standards recommended by the advertising industry. This type of advertising represents paid content that can be confused with the original material of the media in which it is placed. Its identification is embedded within the general principles of advertising legislation and critically in the sector's self-regulatory codes. The analysis of the native contents that comply with the labeling recommendations published during 2018 in the national press has made it possible to observe: general trends, outstanding absences and the potential relevance of a seasonal condition until now ignored.
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