What is native advertising?
An ad that fits the page it's on. Allowed, and effective, as long as nobody mistakes it for the page.
Facts checked 3 Oct 2026 · by the AdSworn team
Native advertising is paid content that matches the look of the page it appears on: a sponsored article, a promoted post in a feed, or a featured paragraph inside an article. It's legal and common, but the US Federal Trade Commission says it must not mislead people about being an ad, so it needs a clear label such as "Sponsored" where readers will see it.
Common kinds of native ads
| Kind | Where it appears | Label you'd expect |
|---|---|---|
| Sponsored article | A full post written for or by a sponsor | "Sponsored" or "Paid advertisement" |
| Featured paragraph | A short recommendation inside an existing article | "Sponsored" |
| In-feed ad | Between posts in a feed or list | "Ad" or "Sponsored" |
| Recommendation widget | "More from around the web" boxes | "Ad" or "Sponsored" |
What the rules say
The Federal Trade Commission's guide for businesses rests on one principle: it's deceptive to mislead people about whether content is advertising. Any information needed to prevent that must be disclosed "clearly and prominently".
- Put the label in front of or above the ad's headline, where readers look first. That's the FTC's own advice.
- Use words people understand. The FTC lists "Ad", "Advertisement", "Paid Advertisement" and "Sponsored Advertising Content", or variations. It says not to use "Promoted", and that "Presented by [X]" or "Sponsored by [X]" can read as funding rather than advertising.
- Make it readable: a font and colour that stand out against the background.
- Mark the paid link `rel="sponsored"`, which is what Google asks for paid links.
More detail for publishers in sponsored post disclosure rules.
Why native ads work
A native ad meets readers where their attention already is. A paragraph inside an article about choosing a video editor reaches someone who is, right now, choosing a video editor. The label doesn't hurt that: readers who want the recommendation still read it.
How to make a good one
- Fit the articlePick up where the article leaves off; don't change the subject.
- Be useful firstSay who it's for and what changes for them.
- One clear linkTo a page about the same thing the ad says.
- Keep the labelIt's what lets readers trust the rest of the page.
Step by step in how to write a sponsored post people read.
Straight answers
Is native advertising legal?
Yes, as long as it doesn't mislead people about being an ad. In the US the FTC expects a clear, prominent disclosure, placed in front of or above the ad's headline.
What is the difference between native ads and banner ads?
A banner sits apart from the content and looks like an ad. A native ad matches the content's format, so it needs its label even more.
Is a sponsored post a native ad?
Yes. A sponsored article or a featured paragraph inside an article is native advertising and should be labelled "Sponsored".