Reserachers have found that 35% of online consumers cannot distinguish between editorial content and sponsored ads that look like editorial content, even if the ads are labeled as sponsored or promoted. Most consumers do not know what sponsored or promoted means. In a survey of 10,000 consumers, researchers found that consumers skip over labels like sponsored , and many do not understand the difference between paid and unpaid content (Franklin,2013). Yet market researchers have found that native ads are far more influential with consumers. Consumers look at native ads 53% more frequently than display ads; native ads raise purchase intent by 18%; and consumers are twice as likely to share a native ad with a family member as a regular ad. Marketers and advertisers are opposed to labeling native advertising with the word “ad” and instead prefer other tages