Native advertising: Concepts, theory and practice

In Chapter 9, Joyce Costello and Rufus Adebayo look at native advertising through small-scale autoethnographic and conceptual accounts. The chapter addresses the blurred lines between digital promotional genres and their impact on fields like journalism. Costello and Adebayo emphasise the importance of recognising native advertising’s unique traits and its implications for persuasion politics and vulnerable groups. They discuss regulatory challenges in differentiating native from traditional display advertising, highlighting its growth and regulatory attention in Europe and the USA. The chapter also examines “content recommendations” as a hybrid form of digital word-of-mouth and includes a rare analysis of Welsh language advertising.