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

Please use this identifier to cite or link to this item: http://doi.org/10.25358/openscience-10140

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DC Field	Value	Language
dc.contributor.author	Jost, Pablo	-
dc.contributor.author	Kruschinski, Simon	-
dc.contributor.author	Sülflow, Michael	-
dc.contributor.author	Haßler, Jörg	-
dc.contributor.author	Maurer, Marcus	-
dc.date.accessioned	2024-03-01T10:27:55Z	-
dc.date.available	2024-03-01T10:27:55Z	-
dc.date.issued	2022	-
dc.identifier.uri	https://openscience.ub.uni-mainz.de/handle/20.500.12030/10158	-
dc.description.abstract	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.	en_GB
dc.language.iso	eng	de
dc.rights	CC BY-NC-ND	*
dc.rights.uri	https://creativecommons.org/licenses/by-nc-nd/4.0/	*
dc.subject.ddc	070 Nachrichtenmedien	de_DE
dc.subject.ddc	070 News media	en_GB
dc.subject.ddc	380 Handel	de_DE
dc.subject.ddc	380 Commerce	en_GB
dc.title	Invisible transparency : how different types of ad disclaimers on Facebook affect whether and how digital political advertising is perceived	en_GB
dc.type	Zeitschriftenaufsatz	de
dc.identifier.doi	http://doi.org/10.25358/openscience-10140	-
jgu.type.contenttype	Scientific article	de
jgu.type.dinitype	article	en_GB
jgu.type.version	Published version	de
jgu.type.resource	Text	de
jgu.organisation.department	FB 02 Sozialwiss., Medien u. Sport	de
jgu.organisation.number	7910	-
jgu.organisation.name	Johannes Gutenberg-Universität Mainz	-
jgu.rights.accessrights	openAccess	-
jgu.journal.title	Policy & internet	de
jgu.journal.volume	15	de
jgu.journal.issue	2	de
jgu.pages.start	204	de
jgu.pages.end	222	de
jgu.publisher.year	2022	-
jgu.publisher.name	Wiley	de
jgu.publisher.place	Hoboken, NJ	de
jgu.publisher.issn	1944-2866	de
jgu.organisation.place	Mainz	-
jgu.subject.ddccode	070	de
jgu.subject.ddccode	380	de
jgu.publisher.doi	10.1002/poi3.333	de
jgu.organisation.ror	https://ror.org/023b0x485	-
jgu.subject.dfg	Geistes- und Sozialwissenschaften	de
Appears in collections:	DFG-491381577-H

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