Native advertising is all the rage: if you can make an advert look like editorial, then it will be so much more effective. It’s fantastic, apart from one small problem – the legislation about misleading advertising. You cannot present marketing materials as if they are independent editorial, and recently the UK’s Advertising Standards Authority ruled that one site’s native advertising was misleading. Whilst publishers in the B2B tech space tend to be very careful to make it clear what is an advertorial, and what’s editorial, this is a timely reminder that, when it comes to native advertising, transparency is key.