In contrast to advertising banners, which clearly stand out from the editorial part of a website, native advertising blends so harmoniously into the page layout that it does not stand out from the journalistic content at first glance. It is often only the labelling as an “advertisement” that makes the difference. In order for the principle of native advertising to be fully effective, it is important to ensure that the format, style and wording of the content is editorial in nature. The greater the similarity, the greater the likelihood that the reader will seek further information on a particular topic. At this point, it is important to meet the reader’s expectations, i.e. their need for further information. The click on the advertising material then leads to the advertiser’s landing page.