The Federal Trade Commission’s (FTC) updated dot com disclosures have implications for native advertising and other types of content marketing. All endorsements, for example, must be truthful and the person endorsing the product must be an actual customer. Any further information required for complete understanding of a claim must be clearly presented, ideally close to the claim. Transparency requirements stipulate that any marketing material clearly indicate that it originates from the advertiser. Native advertising and other types of marketing content that may not appear to be advertising should include a statement divulging their source.