There have been a few major debates recently within the advertising industry over some of the tactics being used. In particular, native advertising seems to be a very divisive issue for many people out there. Part of the problem lies with a failure to distinguish between paid and unpaid content. This has been difficult to define over the years, so it has drawn in a fair degree of controversy. Recently, there was a summit held in Washington, D.C. on whether any restrictions to native advertising should be put in to place.

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Arguments Fly During FTC Workshop on Native Advertising – AdAge.com (blog)