"The FTC is pretending that there is such a thing as non-biased news and that it can be cleanly, dependably distinguished from advertising."
This recalls a classic quote from journalist A.J. Liebling that "freedom of the press is guaranteed only to those who own one."
These quotes are a great reminder that it is very tricky to try to define where opinion begins and news ends and, in the context of the article, the FTC will have a very difficult time creating a definition for native advertising that doesn't threaten news.
Is Fox News a news channel? Or native advertising for the Republican party.
Is MSNBC a news channel? Or native advertising for business?
Is the liberal media media? Or native advertising for the Democratic party? And other organizations that news should embrace opposing ideas.