What does Prominence mean in Native Advertising?
Advertising disclosures should stand out so consumers can easily read or hear them.
Advertising disclosures should stand out. Disclosures should be large and visible enough for consumers to readily notice them. Therefore, advertisers should take into account the size and configuration of the device screens consumers will typically use to view their content. Text labels should be in a font size and color that consumers can easily read on the screen. To be readable, text color should contrast strongly with the background. Using lighter font colors with a dark background makes it less likely consumers will read the text of a disclosure.
Any background shading used to differentiate native ads from non-advertising content should be sufficiently saturated for consumers to notice it. Advertisers also should consider using visual cues in addition to background shading, such as a prominent border that sets off native ads from surrounding content, in case consumers cannot see color differences.
Multimedia ads that deliver an audio message may require an audio disclosure. Audio disclosures should be in a sufficient volume and cadence for ordinary consumers to hear and comprehend them. In addition, visual disclosures in multimedia ads should be displayed on the screen long enough for ordinary consumers to notice, read, and comprehend them.
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For more information, see here: https://www.ftc.gov/tips-advice/business-center/guidance/native-advertising-guide-businesses
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