Abstract This article elaborates on one of the main characteristics of digital native and embedded advertising: its lack of transparency. Challenges and opportunities for disclosing native advertising practices as well as how educational measures concerning this type of advertising should look are discussed. In addition, a future research agenda is presented.

中文翻译：

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数字原生广告和嵌入式广告的透明度：监管和教育的机遇与挑战

摘要本文详细阐述了数字原生广告和嵌入式广告的主要特征之一：缺乏透明度。讨论了披露本地广告实践的挑战和机遇，以及有关此类广告的教育措施应如何看待。另外，提出了未来的研究议程。