In the course of digitization, the traditional business model of news organizations has been substantially challenged, making innovative formats necessary to master the business of online news. Native advertising (i.e., sponsored articles) is considered an escape from this dilemma. In adapting to journalistic content, this advertising format is distinct from conventional online advertising and ... [Show full abstract] allows advertisers to convey persuasive messages in an unobtrusive manner. However, despite its financial benefits, there are ethical concerns about native advertising, which is inherently and intentionally deceptive to its audience. Moreover, native advertising perforates the normative wall separating journalistic responsibilities from advertisers' interests. In news organizations, this is reflected in the relationship between journalists and advertising sales managers. The present study therefore explored how individuals in these two roles differ in their perceptions of risks and opportunities related to native advertising and in how they cope with ethical concerns. Exploring the power relations between journalists and sales managers in collaborations on native advertising, this study also sheds light on potential restrictions of journalistic autonomy caused by native advertising.