American Express Faulted For Ads Promoting Sponsored-Content Site

In its second major recent decision about sponsored content, the Better Business Bureau’s National Advertising Division has criticized American Express for the way it advertised Open Forum — a site aimed at small business owners. American Express uses the tech company Taboola to drive traffic to the Open Forum site, according to an opinion issued by the self-regulatory group. The links on those Taboola ads previously said “Open Forum,” but did not indicate that people who clicked on the links would land on a page operated by American Express, the opinion says.

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