Toward professional standards for media transparency in the United States: Comparison of perceptions of non-transparency in national vs. regional media

The results provide a basis for creating standards in U.S. practice to ensure that new forms of content creation, including native advertising and content marketing, are not acceptable at any level when sources of content are not disclosed. The study concludes with the discussion about the importance of understanding how new forms of sponsored content relate to media transparency in the USA and why U.S. practitioners should understand how media non-transparency relates to the issues of native advertising and brand journalism.