If we look at email and its spam situation, its rather clear that the future of content publishing that is funded by advertising will have to do so in a much more designed and careful way. The days when you just throw as much ads at the user as possible is over. The light in the tunnel however is that users do accept some advertisement, when its done in a tasteful and useful way. For example, a game review site or lets-play should link to a official source where viewers can buy the game, and both publisher and viewer benefit for such link.

People who do paid/sponsored content is not native advertising when viewers are being tricked to think its something else. Instead its a crime, often by breaking marketing laws and tax laws, and police in many nations have started to investigate and prosecute those who do not follow the law. Since the tax office is involved, I doubt this problem will continue for much longer, but maybe ad block technology could step in and prevent some of the more hidden advertisement by pattern matching logos or something similar to youtube's content ID.