No one loves ads, but generally people will tolerate them if it means getting something free or at a lower price. What people won’t forgive? Being lied to.

A study looking at how consumers see native ads on news sites—which look similar to editorial content, just with labels—found that fewer than 10% of consumers could identify them as advertising. And when people find out after the fact, they don’t take it well. In a Contently survey , two-thirds of readers said they felt deceived when they realized an article or video was sponsored by a brand.

That’s why there’s a whole set of regulations and standards around advertising disclosures that are meant to protect consumers. Now that AI is slowly becoming a central part of our media ecosystem, it’s unclear to what extent those disclosures should carry over into AI answers . After all, if the public is increasingly using AI to shop (47% of U.S.…