The FTC has issued new guidelines for “native ads”. “The agency states, for instance, that advertisers ‘should not use terms such as “Promoted” or “Promoted Stories,” which in this context are at best ambiguous and potentially could mislead consumers that advertising content is endorsed by a publisher site.’ The F.T.C. also provides guidance on where disclosures should appear. If a native ad appears as a user scrolls down a web page, for example, a disclosure should not appear below the ad.” Great. Now how about guidelines for autoplay video ads and other things which are the stuff of nightmares at 4am?