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InsideNativeAdvertisingPage1CriminalProcedureWaiversPage6BankruptcyStaysPendingAppealPage5QAMagistrateJudgeMcCormickPage15ReadingBetweentheLinesNavigatingtheNativeAdvertisingLandscapeIstheFederalTradeCommissionsguidancetoonlinecontentprovidersanyclearerthanthedis-tinctionbetweennativeadvertisingandeditorialcontentByPerryJ.ViscountyJenniferL.BarryDavidD.TroutmanandBrianKollatz1WhatisNativeAdvertisingEventhemostcasualofinternetusershasundoubtedlyencounteredinstancesofnativeadvertisingthattheymaynothaverecog-nizeditisexactlythepoint.Nativeadvertisingalsoknownassponsoredcontentormorecreativelymasquer-adsisaformofpaidonlineormobileadvertisingintendedtointegratepaidadver-tisementsseamlesslyintoaninternetusersonlineexperience.Simplyputitisadvertisingi.e.sponsoredcontentminglingwithorevenmasqueradingaseditoriali.e.non-sponsoredcontent.Forexampleavisitortoacontemporarynewsorganizationswebsitewillalmostcertainlyencounterlinkstosponsoredstoriestuckedbetweentheeditorialcontentgeneratedbythenewsorganizationsreporters.Similarlyacloseexaminationofsearchengineresultswilllikelyrevealsponsoredresultsaboveorbesidetheorganickeywordsearchresults.Thesearesimplytwocommonexamplesofaquicklygrowingnumberofcontextsinwhichonlineusersareen-counteringwhethertheyrealizeitornotnativeadvertising.Be-causethesuccessofnativeadvertisementsdependsatleastinpartontheseamlessintegrationoftheadsintotheonlineconsumersus-erexperiencethepracticeisinherentlyriskyfortheadvertiser.Af-terallfederallawprohibitsadvertisersfromdeceivingconsumers.contextisblurryatbest.Thisarticleaimsto1identifythegeneralContinuedonPage7TheNewsletteroftheFederalBarAssociationOrangeCountyChapterWinter2015