Professional journalism’s normative commitment to autonomy has long dictated the separation of editorial functions from advertising. However, the emergent practice of online native advertising complicates this division, resulting in conflicting visions of how journalistic authority should be established for digital news. This study examines reactions to a controversial Church of Scientology native advertisement on the Atlantic web site to assess how competing processes of norm-making and boundary work shape normative understandings of online journalism. Emergent understandings of content comprising both editorial and advertising components require new models for critical inquiry sufficiently sensitive to the online news environment.