The financial drive to earn advertising revenue has been speculated as a key factor in the production of online misinformation. A study published in the Journal Nature delves into how advertising primarily finances misinformation, its impact on involved companies, and potential interventions to curb this funding. The study reveals that advertising on misinformation websites is widespread across various industries, amplified by digital advertising platforms automatically distributing ads online. An information-provision experiment shows companies face significant consumer backlash when their ads appear on misinformation sites.
Surveys of decision-makers at these companies reveal a general unawareness of their ads appearing on such sites, though there’s a strong preference to avoid this. When informed about the role of digital platforms in placing ads on misinformation websites, decision-makers showed increased demand for solutions to prevent such placements.
The findings suggest that transparency for advertisers about where their ads appear could reduce misinformation funding. Consumers’ ability to trace ads back to companies could further diminish support for misinformation websites.
Ultimately, the study provides evidence that advertisers and digital platforms have roles in the unintentional financing of misinformation and that information-based interventions could effectively reduce this issue.
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