In the wake of its Scientology advertorial controversy, The Atlantic has issued three major guidelines for native advertising to run on its site. Among the rules: native ads must be
reviewed by a team made up of the pub's president, "as well as people from sales, marketing, PR, legal and product...to make sure it doesn’t run afoul of the Atlantic’s brand,"
writes Lucia Moses. There should also be "a more prominent 'sponsored content' label and clearly visible disclaimer."
Adds Moses, "This exercise surely won’t be the last of its kind, as other publishers navigate the uncertainty that comes with embracing an evolving and growing ad medium."