The challenge is with disclosure.
On mobile apps, it declares when a stumbled piece of content is sponsored. On the browser toolbar version, it does not. As pages are served to users who click the Stumble� button on their browser, advertisers using Paid Discovery have their pages mixed in with the organically-selected pages. There is no indication that the stumbled page was presented because someone paid for it to be there.
Source:
http://socialnewswatch.com/will-stumbleupon-slide-under-ftc-advertising-disclosure-changes/
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