Dive summary: 

• As the popularity of native advertising continues to grow, the Federal Trade Commission (FTC) is taking action to understand the phenomenon with a workshop on Dec. 4. 
• The workshop will include publishing and advertising industry reps, consumer advocates, academics and regulators, and all attendees will with meet with reps from the FTC to explore native advertising's consumer protection implications. 
• To determine best practices, the FTC will dive into understanding how paid advertising can be differentiated from editorial-type content, and will also dedicate time to studying research on how consumers identify and understand paid content. 

From the article: 

"The December workshop could be a first step before the FTC issues guidelines for native advertising the way it has for other digital ad practices platforms and formats. For example, the watchdog group has made recent updates to its endorsement and testimonial guidelines, updated dot-com disclosures and warned search engines like Google and Bing to better distinguish between paid and regular search results. "