Research On The Ethical Issues Of Native Advertising From The Perspective Of Consumers

In the context of the mobile Internet,native advertising is gradually developing into a mainstream advertising format due to its visual integration,user-led,and high accuracy of delivery,and its market share continues to increase.While bringing good communication effects,a series of ethical issues also emerged.The ethical problems of native advertising seriously infringe on the interests of consumers and are not conducive to their own healthy and sustainable development.After analyzing the existing reference literature,it is found that scholars are more from the perspective of native advertising practitioners,focusing on the definition,characteristics,development and types of native advertising,and rarely involve negative issues in the field.It is an issue of ethical controversy.Therefore,from the perspective of consumers,in-depth exploration of the ethical issues of native advertising has strong practical significance and academic value.The ethical issues of native advertising are mainly reflected in the conflict between "concealment" and the "explicitness" required by the Advertising Law,the conflict between "precision" and the user’s "privacy","branding" and the "objectivity" of news Conflict between.These problems arise as a result of the power and capital competition between advertisers and media platforms,as well as the reasons why technology is abused and supervision is lagging behind to be regulated.The situation is more complicated.It is very important to think about how to create a healthy living space for native advertising from the perspective of consumers.Based on consumer ethical appeals,the author constructively puts forward three basic principles,focusing on the three levels of media,technology,and platform governance to provide solutions to native advertising ethical issues.Path: Clear advertising logos to enhance consumer awareness;standardize algorithm technology to protect consumer privacy;strengthen collaborative governance and safeguard consumer rights.Focusing on ethical appeals to optimize communication strategies,technology empowers the development of the industry,and the future of native advertising is even more exciting.