Facebook is reportedly cracking down on the number of “overly promotional posts” in your newsfeed, and it doesn’t only apply to ads, but organic posts by brands as well. Personally, I’ve never had a problem with ads and promotional posts on Facebook. For the most part, Facebook’s algorithm has done a great job at keep every ad that’s showed up in my newsfeed relevant to my interests; and I could’ve easily mistaken them for something my friends had shared. But it seems that the great number of users disagree (enter Ello), and Facebook made the aforementioned annoucement citing feedback largely fueled by consumers’ displeasure with what they’re seeing on their Newsfeed.

So where does this leave the landscape of ads on Facebook? 1) We should expect a increase in paid advertisements, as this was undoubtedly Facebook’s true intention behind this shift – if you want to promote, you gotta pay for it; 2) an increasing prevalence of native advertising; and 3) an improvement in the quality of content posted by brands themselves.

While I’m definitely excited to see better quality content in my newsfeed, but I’m slightly weary of the popularity of native advertising.

Native advertising has had a long tradition in convention print media. It can take the form of advertorials, sponsored content, and those well placed ads that seem to have the perfect solution to that problem raised by a the article you’re reading. Websites like Mashable and Buzzfeed have long developed a tradition to work with brands to create content that seem to fill an audience need, but ultimately, the not-so-subtle goal is to bring our attention to the brand’s message. With, Facebook now featuring a list of trending topics to the right of our newsfeed, it’s likely that we’ll start to see more and more sponsored content. Your trusted sources of top trends, like VanityBuzz and Buzzfeed will start feeding us more and more sponsored articles and editorials. Like reports commissioned by lobby groups, we’ll have to be weary of the potential and inevitable bias we’ll find in these articles, and it can be often difficult to distinguish between a piece of sponsored content and a independent article. Facebook’s may have addressed the concerns for the over-promotion, but before we know it, it will resurface under various disguises.

Here’s John Oliver hilariously discussing the the potential danger of native advertising: