I just posted a video about how the webspam team will treat native advertising that violates our quality guidelines, and mentioned that the Google News team is also willing to take action when something violates our guidelines.

See http://googlewebmastercentral.blogspot.com/2013/02/a-reminder-about-selling-links.html for the official policy on the webspam side, and http://googlenewsblog.blogspot.com/2013/03/a-reminder-about-promotional-and.html for the recent Google News post.

+Jeff Jarvis also had an interesting take on native advertising yesterday at https://medium.com/whither-news/72c32793244f .

Added: If you prefer to read articles with a dash of humor, there's also The Onion piece, if you haven't seen it: http://www.theonion.com/articles/sponsored-content-pretty-fucking-awesome,32479/
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