University of Miami Law School University of Miami School of Law Institutional Repository Articles Faculty and Deans 2015 A "Faustian Pact"? Native Advertising and the Future of the Press Lili Levi University of Miami School of Law,
[email protected] Follow this and additional works at: https://repository.law.miami.edu/fac_articles Part of the First Amendment Commons, and the Marketing Law Commons Recommended Citation Lili Levi, A "Faustian Pact"? Native Advertising and the Future of the Press, 57 Ariz. L. Rev. 647 (2015). This Article is brought to you for free and open access by the Faculty and Deans at University of Miami School of Law Institutional Repository. It has been accepted for inclusion in Articles by an authorized administrator of University of Miami School of Law Institutional Repository. For more information, please contact
[email protected]. A "FAUSTIAN PACT"?1 NATIVE ADVERTISING AND THE FUTURE OF THE PRESS Lili Levi* As technology undermines the economic model supporting the traditionalpress, news organizations are succumbing to the siren call of "native advertising"-a new marketing technique for unobtrusively integrating paid advertising into editorial content. Brands are increasingly turning to native ads to preempt consumers' well-documented ad avoidance. Although the native advertising model debuted on digital-native news sites, it is now ubiquitous in elite legacy media as well. Everyone knew "native" had arrivedfor good when the venerable New York Times not only introduced its online "Paid Post," but incorporated sponsored content in its print editions, and even hired an in-house branded content production team to conceive and execute the embedded ads on behalf of advertisers.