The issue of publication revolves around the question of the effectiveness of native advertising and the social orientation of this form of marketing. The aim of the article is to profoundly review the definitions of native advertising, to compile its performance measures and to evaluate effectiveness in the light of social marketing assumptions. The text presents a critical analysis of the literature on the subject. It has been shown that striving to increase the effectiveness of native advertising can take place at the expense of socially responsible promotion and communication with the customer. Focusing solely on the effectiveness of native advertising, omitting social issues, shapes the negative attitudes of recipients towards this promotion tool and causes a loss of trust in the manufacturer and the brand. The use of native advertising should include a clear marking of the message, so that the recipients clearly distinguish the commercial message from other content published in the medium.