This summary sets out the background and findings from research exploring consumer attitudes towards the timely provision of material information in online ads. The research examined how consumers respond when material information only appears on the landing page, one-click away from the initial ad.
The findings suggest many consumers accept that some information, including information qualifying a claim, may be provided after clicking through to a landing page, provided it appears before a purchasing decision is made. However, in higher-stakes contexts, including gambling, financial and medical products or services, participants expected material information to be presented upfront in the initial ad.
Overall, the research provides insight into consumer expectations and behaviours in the online environment and supports the ASA’s ongoing approach to assessing misleading advertising in context.
Looking for the full findings?
Check out the research report to dig into the detail.