Consistent with its goal of trying to apply time-honored principles to new and changing technology and advertising techniques, the FTC has announced a workshop for December 4, on “native” advertising. For anyone who thinks this might be referring to advertising by indigenous peoples, “native advertising” refers to advertisements that are designed to closely resemble the online content in which they are embedded – for example, paid search engine results or “other content you might be interested in” ads. The FTC has provided guidance on its expectations to differentiate native from sponsored results on search engines as we recently blogged about here. The FTC’s concern – as it has always been, dating as far back as some early infomercials – is that consumers are able to clearly differentiate between paid advertisements and content. Submissions of research, topic recommendations and requests to participate as panelists are due by October 29, 2013.