::::*uhem, PR guy pops in with a free consultation. "Native advertising" IMO is just a new word for something very old. Some of the first issues the FTC addressed were related to ads that masqueraded as independent news in much the same way. The difference is only that it is online rather than in a print or broadcast media. However, since it is a hot buzzword and marketers are talking about it alot, if you use the term as a "hook", your media throughput may be increased substantially, if that is the intention that is.