This study aims to find out how the advertorial production process on lifestyle media Female Daily Network's website and YouTube, what policies are applied to regulate advertising, and how the firewall principle is applied to advertorial content. The background of this research is the massive growth of internet advertising in Indonesia. This study used the qualitative method with a case study by Robert E. Stake's approach. Researchers used an intrinsic case study because there is an apparent uniqueness about how the Female Daily Network produces advertisements. This study's data is collected through observation, interviews, qualitative documents, audiovisual material, literature studies, and online data search. The results showed that the Female Daily Network produces advertorials in two stages, named sales process and production process (running campaign). Female Daily Network does not have strict provisions in accepting advertising cooperation, so they have to negotiate in advance with potential advertisers. The editorial team is responsible for editorial and advertorial writing. Negotiations with advertisers affect journalism activities to the extent of biasing the boundaries between advertorial and editorials in Female Daily Network, even though the firewall principle began to be applied. The researcher suggests to have firm firewall boundaries between editorial and advertorial; the Female Daily Network creates particular segments for both. By having a video for the advertorials and a specific column for the articles, separating human resources workflow, and setting advertising policies that are strict with advertisers.