Content marketing, branded content and native advertising have been hailed as the future for marketing communications. Emergent forms of branded content include paid content in news and ‘native advertising’, an online variant of advertorials where advertisements follow the form and user experience associated with the context in which they are placed. In entertainment media, marketing integration includes advertiser-financed television, product placement, virtual advertising and advergames. The emergence of new forms of integrated advertising raise a host of issues ranging from consumer awareness and acceptance, to editorial independence and creative autonomy. This chapter examines these marketing practices, the controversies surrounding them and how regulators have responded to native advertising, product placement, and brand endorsements on social media.