Most people have a love-hate relationship with advertising in general and Internet advertising in particular. Obviously, if the advertising is clever and engaging, it can go a long way toward being appreciated. A more controversial technique is to make the advertising seem less like an advertisement and more like content that blends in with other content provided by the medium. Now this form of advertising is gaining ground on the Internet, and it's known as "native advertising." Native advertising is advertising that is intended to appear identical to other content presented by the content host. Recently, the FTC held a workshop on native advertising at its headquarters in Washington DC. Speakers at the workshop noted that native advertising is not necessarily a new phenomenon, nor is it inherently illegal.
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