The purpose of this master's thesis is to systematically review the literature in the field of political native advertising and to determine how the included studies define political native advertising. We were also interested in what the research in this field reveals about public perception in distinguishing between editorial content and political native ads, as well as what it finds regarding the intentions of political actors in using political native advertising to achieve their political goals. The thesis is based on a systematic literature review (SLR) of open-access scientific and research articles published up to March 31, 2025. To search for studies on political native advertising, we used the bibliographic databases Web of Science, Scopus, Google Scholar, and the content publisher Sage Journals, as they provide a comprehensive overview of the literature. We identified 15 articles that met the inclusion criteria. These were analyzed using descriptive qualitative analysis.Our findings show that the boundaries between journalism and advertising are becoming increasingly blurred, as political native ads are often disguised in the form of editorial articles. Users have difficulty recognizing political native advertisements, even though such ads are legally required to be clearly labeled. The main purpose of political native advertising is to persuade users and influence their opinions.
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