There are some unethical practices in native advertising which has made some to see it as not being transparent enough. For instance, since native ads always blends with the contents, it is very easy for audience to fall into temptation of clicking it even when they don't intend clicking it.
Another unethical practice may be promotion of false information. Though this isn't specific to native ads only, it is easier to fall into this in native ads, compared to other form of ads.
Another unethical practice may be promotion of false information. Though this isn't specific to native ads only, it is easier to fall into this in native ads, compared to other form of ads.
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