Sponsorship Disclosures in Online Sponsored Content: Practitioners’ Considerations

IF 0.9 3区 哲学 Q3 COMMUNICATION Journal of Media Ethics Pub Date : 2021-06-17 DOI:10.1080/23736992.2021.1935962
Margot J. Van Der Goot, E. V. van Reijmersdal, Sharmaine K.P. Zandbergen
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引用次数: 8

Abstract

ABSTRACT Many consumers fail to identify online sponsored content as advertising. This is an ethical problem because consumers need to know when they are exposed to advertising so they can raise counterarguments. To enhance transparency, guidelines have been issued that prescribe sponsorship disclosures. However, the actual use of these disclosures is limited and inconsistent. To better understand this ethical practice, the aim of the present qualitative interview study is to provide an overview of practitioners’ considerations to use disclosures (or not) for online sponsored content. We conducted a qualitative interview study, in which we interviewed 18 practitioners representing four stakeholder groups. The study reveals a diverse, complex, and conflicting set of considerations categorized as follows: moral responsibility toward consumers, own business interests, and perceptions regarding disclosure guidelines. We interpret our findings in light of previous studies in which advertising professionals talked about ethics. Implications for research and practice are discussed.
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在线赞助内容的赞助披露:从业者的考虑
许多消费者无法将在线赞助内容识别为广告。这是一个道德问题,因为消费者需要知道他们什么时候接触到广告,这样他们就可以提出反对意见。为提高透明度,已发布了有关披露赞助信息的指引。然而,这些披露的实际使用是有限的和不一致的。为了更好地理解这种道德实践,本定性访谈研究的目的是概述从业人员对在线赞助内容使用(或不使用)披露的考虑。我们进行了定性访谈研究,其中我们采访了代表四个利益相关者群体的18名从业者。该研究揭示了一系列不同的、复杂的、相互冲突的考虑因素,包括:对消费者的道德责任,自身的商业利益,以及对信息披露准则的看法。我们根据之前广告专业人士谈论道德的研究来解释我们的发现。讨论了对研究和实践的启示。
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来源期刊
CiteScore
2.10
自引率
15.80%
发文量
27
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