The Federal Trade Commission has named participants for its much-anticipated “native advertising” or “sponsored content” workshop slated for Washington on Dec. 4.

The full-day session will examine the practice of blending advertising with news/entertainment and other editorial content in digital media.

The federal agency has dubbed the workshop, “Blurred Lines: Advertising or Content, and assembled a roster of publishing/advertising representatives, consumer advocates, academics and regulators to explore 1) ways sponsored content is presented both online and on mobile apps; 2) consumer recognition and understanding of it; 3) contexts where content should be labeled ad advertising, and 4) methods to differentiate it from editorial material.

Panel topics include “Historical FTC Perspectives: Advertorials, Infomercials and Paid Endorsements” (Leslie Fair—attorney at the FTC’s Bureau of Consumer Protections), “The Wall Between Editorial and Advertising: Its Origins and Purpose” (Nicholas Lemann—professor at Columbia University Graduate School of Journalism), “Sponsored Content in Digital Publications: The Form It Takes and How it Operates” (Tessa Gould-director at Huffington Post Partner Studio, Todd Haskell-chief revenue officer at Hearst Magazines Digital Media, Lisa LaCour-VP/global marketing at Outbrain Inc., Chris Laird-marketing director for brand operations at Procter & Gamble, Steve Rubel—executive VP/chief content strategist at Edelman), “Consumer Recognition and Understanding of Native Advertisements” (Jamie Cole—creative director at Red Barn Media Group, Michelle De Mooy—senior associate at National Priorities Consumer Action, David Franklyn—professor at University of San Francisco School of Law, Dan Greenberg—CEO at Sharethrough, Chis Hoofnagle- lecturer in residence at Berkley Law and Technology Center, Jeff Johnson—consultant at UI Wizards) and “The Way Forward on Transparency: A Discussion of Best Practices” (Laura Brett, attorney at Council of Better Business Bureaus, Sid Holt—CEO at American Society of Magazine Editors, Joe Steinberg—COO at BuzzFeed, Amy Mudge—partner at Venable, Robin Riddle—group publisher at WSJ Custom Content Studios, Robert Weissman—president at Public Citizen, Mike Zaneis—senior VP at Interactive Advertising Bureau).

Edith Ramirez, FTC chairwoman, will deliver the welcoming remarks and Jessica Rich, FTC Bureau of Consumer Protection director, will close the session.

They will sandwich keynoter Bob Garfield, co-host of NPR’s “On the Media” program and MediaPost columnist.