Dive Brief: 

• American Express is changing the way it labels sponsored content after the National Advertising Division raised concerns. 
• The sponsored content, which often appeared at the bottom of publishers' articles through Taboola's network, was misleading according to NAD since it didn't have a clear ad label. 
• Sponsored Content will be moving from the name "OPEN Forum" to "American Express OPEN" to clarify that the content comes from American Express. 

Dive Insight:

A misleading or confusing label can quickly land a brand into the territory of fraudulent activity — somewhere no brand wants to be. A simple name change from American Express should clear up the confusion and make it clear to readers that the content was created by that brand. As sponsored content becomes more prominent, it is likely there will be more cases similar to this.