Policy and Governance

UK Regulation and Policy

The following document has been prepared for the 25 April Seminar on Regulating Branded Content and Native Advertising. This document will be revised and amended following the seminar. The current document may contain inaccuracies that will be corrected so please treat this current version as draft only, not for publication or citation.

Advertising Standards Authority

The Advertising Standards Authority is a self-regulatory organisation that regulates advertising across all media in the UK.

Committee on Advertising Practice

The Committees of Advertising Practice (CAP) writes and maintains the UK Advertising Codes, which are administered by the Advertising Standards Authority.

Guidance on advertisement features

Guidance (27 October 2016) –Is your ad ‘obviously identifiable?’

Guidance (30 December 2016) –Recognising ads: Advertisement features

Guidance (19 August 2014) Videoblogs: scenarios


United States Regulation and Policy

Federal Trade Commission

Commission Enforcement Policy Statement on Deceptively Formatted Advertisements (December 2015)

Native Advertising: A Guide for Businesses (December 2015)


Regulation and Policy:  Studies and Resources

See also Documentation section of this site.

Research on consumer/user identification

Hoofnagle C., Meleshinsky E. (2015) Native Advertising and Endorsement: Schema, Source-Based Misleadingness, and Omission of Material Facts, Technology Science,

December 15, http://techscience.org/a/2015121503/download.pdf