Analyzing advertising labels: Testing consumers’ recognition of paid content online

Jeff Johnson, Bernard Jansen, Manoj Hastak, Devesh Raval

Research output: Chapter in Book/Report/Conference proceedingConference contribution

1 Citation (Scopus)

Abstract

In 2014-2015, the U.S. Federal Trade Commission (FTC) commissioned a study to assess consumers’ ability to recognize ads and other paid content in online search results and news/article feeds. The co-authors designed the study, oversaw its execution, and analyzed the results, with support from FTC staff. The goals of the research were to assess the effectiveness of methods that online services use to label ads, and to see if alternative methods of labeling ads could improve consumers’ ability to recognize them. In a controlled experiment, 48 consumers interacted with both desktop and mobile Web pages that were captured from search and online magazine websites. In half of the conditions, the Web pages were modified based on established Web design guidelines to improve the clarity of ad labeling. The participants' behavior, comments, and eye movements were recorded. Initial findings of this experiment are: (a) consumers cannot always distinguish ads, paid content, and paid search results from unpaid content, and (b) improving the salience and placement of labels based on established UI design guidelines can improve consumers’ ability to recognize ads, paid content, and paid search results. We conclude with implications of the results and areas for future research.

Original languageEnglish
Title of host publicationCHI 2018 - Extended Abstracts of the 2018 CHI Conference on Human Factors in Computing Systems
Subtitle of host publicationEngage with CHI
PublisherAssociation for Computing Machinery
Volume2018-April
ISBN (Electronic)9781450356206, 9781450356213
DOIs
Publication statusPublished - 20 Apr 2018
Event2018 CHI Conference on Human Factors in Computing Systems, CHI EA 2018 - Montreal, Canada
Duration: 21 Apr 201826 Apr 2018

Other

Other2018 CHI Conference on Human Factors in Computing Systems, CHI EA 2018
CountryCanada
CityMontreal
Period21/4/1826/4/18

    Fingerprint

Keywords

  • Ads
  • Advertising
  • CHI policy
  • Consumer
  • Deceptive ads
  • FTC
  • Graphic design
  • Native ads
  • Regulation
  • Search engines
  • Search results
  • User interface design

ASJC Scopus subject areas

  • Human-Computer Interaction
  • Computer Graphics and Computer-Aided Design
  • Software

Cite this

Johnson, J., Jansen, B., Hastak, M., & Raval, D. (2018). Analyzing advertising labels: Testing consumers’ recognition of paid content online. In CHI 2018 - Extended Abstracts of the 2018 CHI Conference on Human Factors in Computing Systems: Engage with CHI (Vol. 2018-April). [LBW517] Association for Computing Machinery. https://doi.org/10.1145/3170427.3188533