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current document may contain inaccuracies that will be corrected so please treat this current version as draft only, not for publication or citation.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 (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
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