IAB white paper: Native ads and content marketing


IAB Europe has published two key resources for Online Native Advertising and Content Marketing, giving advice on applicable EU rules.


The IAB Europe Native Advertising and Content Marketing white paper provides insight into how native advertising can build better advertising experiences for consumers and therefore more meaningful relationships. It also provides guidance on key considerations for creating and distribution native advertising.

The white paper addresses:

  • How native advertising enables meaningful consumer relationships
  • Native advertising format types
  • Key considerations for executing native advertising and content-based advertising
    The European landscape – how native advertising is developing across the different European markets

    Download the white paper here

    In parallel, IAB Europe has prepared Guidance on how to comply with EU rules applicable to online native advertising and content-based advertising. The legal obligations surrounding online native advertising can be confusing and difficult to find, as the rules are contained in two EU Directives which have subsequently been taken up into national law. The Guidance first summarises the legal requirements applicable to online native advertising, and is then followed by a large section on recommended good practices, including graphic and real examples. Finally, the Guidance also includes a more thorough analysis of the relevant EU legislation for online native advertising.

    Due to the nature of EU law, this Guidance should only be used as a first step to figuring out compliance. Each national legislature might implement laws differently, and local regulators may interpret the rules more or less stringently than others. Therefore IAB Europe always recommends consulting local IABs and self-regulatory organisations where appropriate.

    Download the guidance here.

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