Is an advertorial the same as native advertising?

They overlap. Native advertising is any ad that matches the look of the platform around it. An advertorial is one kind: a page written like an article that sells a product.

Do advertorials need to be labeled as ads?

Yes. In the US, the FTC expects sponsored content to be clearly identified, so mark the page as an ad or sponsored and don't imply it's independent journalism.

Pages and conversion

What is an advertorial?

An advertorial is an ad written to read like an editorial article, used to warm up cold traffic before it reaches a product page.

A real store example

Overtone plain hair advertorial: over 50 Meta ads linked here.

Its headline reads like a magazine essay: "Somewhere Between Thirty-Five and Thirty-Nine, I Became a Woman With Plain Hair." The story warms up a reader who has never heard of the brand before it introduces the product.