Not necessarily. In fact, studies have shown that consumers often identify native ads as as articles. That same study revealed some other interesting facts about native ads:
Consumers often have a difficult time identifying the brand associated with a piece of native advertising (but it varies)
Consumers who read native ads that they identified as high quality reported a significantly higher level of trust for the sponsoring brand.
48 percent have felt deceived upon realizing a piece of content was sponsored by a brand