Invisible transparency: How different types of ad disclaimers on Facebook affect whether and how digital political advertising is perceived

Publikationstyp:
Zeitschriftenaufsatz
Metadaten:
Autoren
  • Pablo Jost
  • Simon Kruschinski
  • Michael Suelflow
  • Joerg Hassler
  • Marcus Maurer
Autoren-URL
https://www.webofscience.com/api/gateway?GWVersion=2&SrcApp=fis-test-1&SrcAuth=WosAPI&KeyUT=WOS:000893420700001&DestLinkType=FullRecord&DestApp=WOS_CPL
DOI
10.1002/poi3.333
Externe Identifier
  • Clarivate Analytics Document Solution ID: J2GO2
ISSN
1944-2866
Ausgabe der Veröffentlichung
2
Zeitschrift
POLICY AND INTERNET
Schlüsselwörter
  • digital political advertising
  • disclaimers
  • eye-tracking
  • Facebook
  • transparency
Paginierung
204 - 222
Datum der Veröffentlichung
2023
Status
Published
Titel
Invisible transparency: How different types of ad disclaimers on Facebook affect whether and how digital political advertising is perceived
Sub types
  • Article
Ausgabe der Zeitschrift
15

Datenquelle: Web of Science (Lite)

Andere Metadatenquellen:
Abstract
<jats:title>Abstract</jats:title><jats:p>One central measure set out in the regulation of digital political advertising (DPA) concentrates on transparency disclaimers to make users aware that the respective content was bought and targeted at them with a specific intention by an advertiser. However, we lack scientific evidence about if and how users perceive transparency disclaimers of DPA on social media. This article aims to provide first empirical answers to these questions by drawing on a two‐part eye‐tracking study with 177 participants that compares the effect of different prominent ad disclaimers (i.e., versions previously [V1] and currently [V2] used by Facebook as well as a self‐designed [V3] disclaimer version) on the perception of DPA. We show that most users do not fixate on the ad disclaimers regardless of their prominence, nor does the prominence of the disclaimers affect the perceived intrusiveness and acceptance of the DPA. However, the recall and ad recognition were significantly lower for the less prominent ad disclaimers used by Facebook compared to our self‐designed more prominent version, pointing to the shortcomings of the platform's current transparency rules. Altogether, our study allows a more substantiated discussion about how DPA is recognized and evaluated by users, which contributes to the debate about incorporating regulations for DPA.</jats:p>
Autoren
  • Pablo Jost
  • Simon Kruschinski
  • Michael Sülflow
  • Jörg Haßler
  • Marcus Maurer
DOI
10.1002/poi3.333
eISSN
1944-2866
ISSN
1944-2866
Ausgabe der Veröffentlichung
2
Zeitschrift
Policy &amp; Internet
Sprache
en
Online publication date
2022
Paginierung
204 - 222
Datum der Veröffentlichung
2023
Status
Published
Herausgeber
Wiley
Herausgeber URL
http://dx.doi.org/10.1002/poi3.333
Datum der Datenerfassung
2023
Titel
Invisible transparency: How different types of ad disclaimers on Facebook affect whether and how digital political advertising is perceived
Ausgabe der Zeitschrift
15

Datenquelle: Crossref

Author's licence
CC-BY-NC-ND
Autoren
  • Pablo Jost
  • Simon Kruschinski
  • Michael Sülflow
  • Jörg Haßler
  • Marcus Maurer
Hosting institution
Universitätsbibliothek Mainz
Sammlungen
  • DFG-491381577-H
Resource version
Published version
DOI
10.1002/poi3.333
File(s) embargoed
false
Open access
true
ISSN
1944-2866
Ausgabe der Veröffentlichung
2
Zeitschrift
Policy & internet
Schlüsselwörter
  • 070 Nachrichtenmedien
  • 070 News media
  • 380 Handel
  • 380 Commerce
Sprache
eng
Open access status
Open Access
Paginierung
204 - 222
Datum der Veröffentlichung
2022
Public URL
https://openscience.ub.uni-mainz.de/handle/20.500.12030/10158
Herausgeber
Wiley
Datum der Datenerfassung
2024
Datum, an dem der Datensatz öffentlich gemacht wurde
2024
Zugang
Public
Titel
Invisible transparency : how different types of ad disclaimers on Facebook affect whether and how digital political advertising is perceived
Ausgabe der Zeitschrift
15

Files

invisible_transparency___how_-20240301112559460.pdf

Datenquelle: OPENSCIENCE.UB

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