Journalism, a pillar of information and democracy, today finds itself at an ethical crossroads due to the emergence of advertisements disguised as journalistic articles, a practice known as "native advertising." Prestigious publications, such as "Le Point" in France, engage in such practices, where the line between editorial content and advertising blurs, raising crucial questions about the integrity and credibility of the media. I was personally approached for such a marketing action, hence the birth of this article.

The practice of "native advertising" arises in a context where media outlets are seeking new sources of revenue in the face of declining traditional advertising income. This technique involves creating sponsored content that mimics the style and format of regular journalistic articles. Although this approach is lucrative, it poses a major challenge in terms of editorial integrity and transparency.

In his book The Content Trap (2016), Bharat Anand discusses how media have become trapped in a quest for content that, while attracting advertisers, often compromises their journalistic integrity. Native advertising is a perfect example of this trap: it offers an attractive financial solution for media but creates a conflict between commercial interests and journalistic responsibilities. What becomes of the impartiality, meaning, and objective of words? Newspapers like The New York Times and The Guardian have also experimented with this form of advertising. Although these publications generally maintain a clear distinction between editorial content and sponsored content, the line often becomes blurred, especially in digital media where navigation between articles is often rapid and less attentive.

The consequences of this practice are not negligible. A Stanford University study (2015) revealed that many readers struggle to differentiate between sponsored articles and traditional journalistic content. This confusion can lead to growing mistrust of the media, with potentially serious repercussions on public perception of the objectivity and reliability of the information provided, regardless of the source. Today, with AI, content creation primarily targeting internet referencing as well as marketing motivations contributes to generating an informational noise that no longer allows quality articles to truly stand out.

Trust is a crucial element in the relationship between media and their audience. When readers are confronted with content that intentionally blurs the line between journalism and advertising, their trust in the media can be seriously eroded. A study published in the Journal of Advertising (2016) revealed that native advertisements, when not clearly identified as such, can mislead the public. However, the goal of navigating between two waters is clear. To optimize the impact of an advertising operation presented as a background article in a major media, it is indeed a question of influencing readers through the authority represented by the media brand. If The New York Times or Le Point writes an article about you, it is not the same as if you advertise through them to present your activity.

This mistrust, when native advertising is detected, clearly worsens in a media context where misinformation and disinformation are growing concerns. Journalists are expected to adhere to ethical principles such as transparency, objectivity, and independence, a collective belief reinforced by usual Hollywood cinematic representations. However, when media engage in native advertising practices, these principles are compromised. Journalists may find themselves under pressure to produce content that attracts advertisers or meets their demands, to the detriment of journalistic objectivity and independence. This conflict is highlighted in the book Blur: How to Know What's True in the Age of Information Overload (2010) by Bill Kovach and Tom Rosenstiel, where the authors discuss the challenges journalists face in a changing media landscape. These journalists are also dependent on remuneration channels ensuring their subsistence, which have been transforming since the 2000s and the advent of the internet.

In the specific case of Le Point, which adopts native advertising by selling spaces for disguised ads at high rates, it raises questions about financial dependence on advertising revenue by charging up to 2900 euros before tax, a sum that was quoted to me for a sponsored article. They have found a way to transform usual advertising into something that appears as quality content, researched and validated by journalistic investigation. Today, the real question is whether they will be able to turn back.

This dilemma is illustrated in The News Media: What Everyone Needs to Know (2016) by C.W. Anderson, Leonard Downie Jr., and Michael Schudson, where the authors examine the economic challenges media face in the digital age.

The proliferation of native advertising in traditional and digital media has a significant impact on the global media ecosystem. As Franklin Foer explains in World Without Mind: The Existential Threat of Big Tech (2017), the race for sponsored content and dependence on advertising revenue is changing the nature of journalism. This shift affects not only the quality and authenticity of journalistic content but also how the public perceives and interacts with the media. The blurred line between editorial and advertising content can lead to widespread confusion, fueling distrust of the media and exacerbating the phenomenon of "fake news."

The implications of this practice go beyond the media sector and affect the very foundations of democracy. Independent and reliable journalism is essential for an informed democratic society. In The Elements of Journalism: What Newspeople Should Know and the Public Should Expect (2014), Kovach and Rosenstiel highlight the importance of separating editorial from commercial operations as a pillar of journalism. When this separation is compromised, the entire structure of public information is threatened, with potential consequences for governance and civic participation.

Public reactions to the discovery of advertisements disguised as journalistic articles vary but tend towards growing mistrust. For example, when readers of The Guardian discovered that some of their "independent" articles were actually sponsored, it sparked criticism and a reevaluation of the newspaper's credibility. Such incidents highlight the need for media to maintain clear transparency and respect their readership's expectations in terms of integrity and reliability.

Media need to explore innovative economic models that do not rely solely on advertising. Options like paid subscriptions, crowdfunding models, or partnerships with educational and cultural institutions can offer viable alternatives. Part of the solution also lies in public education and awareness. Readers need to be better informed about the nature of native advertisements and learn to identify them. This awareness can be achieved through information campaigns, explanatory articles, and educational initiatives. The goal is to enhance media literacy among information consumers, enabling them to distinguish between different types of content.

References :
•    Anand, B. (2016). The Content Trap: A Strategist's Guide to Digital Change. Random House.
•    Foer, F. (2017). World Without Mind: The Existential Threat of Big Tech. Penguin Press.
•    Kovach, B., & Rosenstiel, T. (2014). The Elements of Journalism: What Newspeople Should Know and the Public Should Expect. Three Rivers Press.
•    Anderson, C.W., Downie Jr., L., & Schudson, M. (2016). The News Media: What Everyone Needs to Know. Oxford University Press.
•    Boorstin, D. J. (1962). The Image: A Guide to Pseudo-Events in America. Harper & Row.
•    Turow, J., & Hoofnagle, C. J. (2012). The Daily You: How the New Advertising Industry Is Defining Your Identity and Your Worth. Yale University Press.