Tinder, a popular mobile dating app, recently shut down an ad campaign from Gap, stating that the campaign violated the app's terms of service. Gap's failure to comply with Tinder's terms of service is a cautionary tale for advertising on social media platforms.

With each new social media platform that captivates consumers, brands are aggressively expanding their advertising efforts to meet consumers on these platforms. For creative brands, this sometimes leads to engaging in native advertising, or advertising that takes on the form of a platform's content. For example, Facebook is a platform that allows for both traditional and native advertising. On the one hand, brands can advertise on Facebook by purchasing ad space on the platform, similar to how they would purchase ad space in a magazine. On the other hand, brands can create and advertise on their own Facebook brand pages, which are similar to user pages in how they look and deliver content.