Hello! Thanks for your question. 

Native Advertising is controversial as it may not intitally appear as an ad to readers. This may make them feel tricked or duped. Many platforms that publish native advertsing now ensure that they have a label saying 'promotion' or 'ad' in the native advertising section. Or they are required to state that the article was part of a paid promotion. This can go a long way to making them less controversial.

By the way even with content labelled as sponsored, many customers are more likely to buy of a native ad then many other forms of advertsing!

If you'd like to know more about native advertising read here:  https://www.savvysme.com.au/article/9494-Native-Advertising-in-2021-How-it-can-benefit-you.  

Hope this helped!