Ethical limits to the intrusiveness of online advertising formats: A critical review of Better Ads Standards

ABSTRACT

This article argues that advertising ethics, traditionally focused on ad contents and vulnerable audiences, should be also applied to ad format intrusiveness. The increasing appearance of highly intrusive advertising formats resulted in an extraordinarily growth of ad blocking systems. To fight the economic costs of the ad blocker phenomenon, the most relevant agents of the industry have created a never seen Coalition for Better Ads including marketers, publishers, and agencies worldwide. This article analyses the experiments carried out by the Coalition to create Better Ads Standards establishing the limits of ad format intrusiveness to be implemented worldwide by means of self-regulation. Based on classical and current approaches to advertising ethics, this work explains that highly annoying ads should not only be banned for practical reasons but for overpassing ethical limits in terms of respect for the persuadee, equity of the persuasive appeal, and social responsibility for the common good. A basic exploratory replication study is presented to simulate further research on the ethical limits of intrusive advertising. Establishing which ad formats are allowed to continue and which ones should gradually disappear is such a relevant process for many stakeholders that it requires further discussion by consumers and scholars.

KEYWORDS:

• Online advertising
• advertising formats
• advertising ethics
• intrusiveness
• self-regulation
• standards

Acknowledgment

The author wishes to acknowledge the help provided by Lucia Fraile in the exploratory study.

Disclosure statement

No potential conflict of interest was reported by the author.

Notes

1. The Coalition did not provide additional information when contacted by the author.

Additional information

Funding

Universidad de Zaragoza - Fundación Ibercaja (JIUZ-2017-SOC-05) and Antonio Gargallo Foundation (AEUPC-DB-2017).

Notes on contributors

Daniel Belanche

Daniel Belanche is assistant professor in the Department of Marketing and Market Research at the University of Zaragoza. His research focuses on marketing communication effectiveness, online trust, affective cues influencing consumer decision-making, and the adoption of technology-based services.