Breaking the chain of deception A multi-stakeholder perspective on deceptive advertising and the potential of blockchain as a solution

Deceptive advertising is a growing problem in the contemporary digital environment, exacerbated by increasing digitalisation and over-reliance of media companies on advertising revenue. These developments have created a complex and non-transparent online advertising ecosystem, enabling deceptive practices to operate undetected. Deceptive advertising undermines consumer well-being, imposes financial and reputational costs on industry stakeholders, and erodes societal trust by amplifying disinformation. While regulators have introduced measures to empower consumers, news media also play a pivotal role in shaping public perceptions of deceptive advertising and influencing how other stakeholders prioritise and address the issue. The widespread impact of deceptive advertising across the entire online advertising ecosystem highlights the need for a multi-stakeholder approach that includes consumers, the online advertising industry, and the news media.
This dissertation explores perceptions of deceptive advertising from this multi-stakeholder perspective and investigates whether, and how, blockchain technology can serve as a potential solution. It examines how the news media frame deceptive advertising, how consumers’ beliefs and experiences shape their protection motivations, how industry experts perceive the issue and blockchain’s potential, and whether blockchain-based ad authenticity disclosures influence consumer perceptions of ad and brand credibility.
Findings reveal that although all stakeholders acknowledge deceptive advertising as an issue, advertising industry experts differ in their assessment of its severity, and many consumers underestimate their susceptibility. While theoretically blockchain can reduce the impact of deceptive advertising by enhancing transparency and credibility, practical implementation faces substantial challenges. Effective application requires favourable regulation, consumer education, and adoption across the entire online advertising ecosystem.