1. Ethical ads don’t rely on bait and switches, but succeed on the strength of compelling creative and messaging. What’s more, gimmicks may get you clicks, but they rarely result in conversions.
2. Ethical ads—whether an advertorial, a sponsored tweet, or an old-fashioned banner—must be clearly labeled as such. If you’re being paid for something, it’s incumbent upon you to disclose that to your readers.
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