Native advertising has developed significantly and rapidly since 2013, driven by social networks. It’s the hottest thing in digital marketing, the fastest growing investment in advertising. Increasingly, online advertising abandons the intrusive nature and becomes an advertising format that integrates with and respects the user experience. Instead of “hindering” it proposes to add value to the user so that the trademark connects with the interests of the user. Like the chameleon, native advertising is mimicked in the online environment and hence it is usually accompanied by a legend that indicates that it is a promotional or advertising content. The antecedent of this type of advertising can be found in the figure of the “product placement” since the 30’s. Speakers will explore the types of native advertising, present examples and highlight the aspects of intellectual property that must be addressed in the development and communication of native advertising.