The problem is one of disclosure. Do news organizations do a sufficient job of helping people understand that one story or link is real news while another was provided by an advertiser?
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Consumers might say: "If it's interesting content, what's the difference?"
The difference is that the goal of journalism is to inform and enlighten. The goal of advertising is to influence your thinking and behavior, typically to get you to buy something.
I wonder if we will see more FTC cases against native advertising.