MCQs and essay questions: Native advertising and Press release

Q: [Select one] Native advertising (and advertorials) is an example of a blurred line of the information neighbourhoods between: 

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1. Propaganda and Entertainment
2. Entertainment and Journalism
3. Promotion and Entertainment
4. Promotion and Propaganda
5. Raw information and Journalism
6. Journalism and Promotion

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Answer: F

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Q: [Tue or False] The news media often have legal obligations to include in news reports the majority of the press releases they receive without modifying the content.

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A: False

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Q:  [Essay] What is native advertising? How is it different from press releases?

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A: Students should mention the following points:

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• Native ads (advertorials, and alike) are sponsored content. Someone — it could be a company, a government, an activist group, a multi-millionaire, or just about anyone who pays — has made a business agreement with a media outlet to place the content.
• Press releases, on the other hand, are published and distributed to media outlets and the wider public in hopes that the content gain attention. There is no business agreement (a notable exception could be press releases by the government and how state-controlled media treat them in some countries).  
• Native advertising does not necessarily promote products or services, unlike regular advertising. It is deemed problematic because it often looks indistinguishable from genuine news reports. 
• Press releases are issued by entities trying to promote or publicize certain information. It is often one-sided. They lack independence and transparency as the information is selectively chosen and included.
• On the other hand, native ads are often produced by staff working for media organisations in consultation with their paying clients. 
• Native ads are paid to be included in the media product. Press releases are not paid content, and journalists can freely decide how to use the information in press releases.