Abstract: The article is devoted to the study of the peculiarities of creating native advertising texts in the Russian-language segment of online publications. Since in existing Russian-language studies and works devoted to native advertising there are no specific criteria for creating high-quality text with advertising integration, and native advertising itself has long become an important part of the content of modern media, there is a need to analyze existing approaches and prepare a list of aspects that will help editors prepare high-quality materials that solve several problems at once: both editorial and commercial. The first important criterion is the selection of a relevant topic, the relevance of which may be related to seasonal requests or informational occasions. The second criterion is the uniqueness and novelty of the information, which can be achieved through the involvement of experts, the experience of the authors, or the presence of advertising integration, since often the advertised product or service can become an unexpected solution to the audience’s request. An important part is the position of the author, which is an effective tool for attracting an audience in the modern media space, but in the Russian-speaking segment this method is used quite rarely, which reduces the value of materials in the eyes of the audience. The third criterion is the stylistic correspondence of native advertising texts to the editorial policy of the media. There is a liberalization of journalistic style, widespread use of jargon, anglicisms and vernaculars, which is motivated by an attempt to become closer to the target audience and speak the same language with it. The last – fourth – criterion is related to visual design, which must also comply with editorial canons.