The Advertising Codes make clear that ads must not be misleading, including by omitting ‘material information’ you need to make an informed transactional decision (such as visiting a website or buying a product/service). We’ve conducted qualitative research to understand how consumers react when material information is only made available on the landing page, one click away from the initial ad.
We found that participants viewed online advertising as offering both opportunities and risks compared to traditional advertising. While ads were valued for convenience, relevance and access to deals, participants also expressed concerns about scams, intrusive targeting, impulsive purchasing and unclear distinctions between advertising and other content.
Before reviewing specific examples, most participants were generally comfortable with material information being “one click away”. Participants accepted that online ads often rely on simplified messaging and recognised the limitations faced by advertisers.
However, the research found that views shifted when participants considered specific examples. Upfront disclosure was seen as less important for some factors, but more important for aspects including subscription services, gambling, financial and medical products or services.
This full report sets out the methodology, detailed findings and analysis underpinning the research. It provides the evidence base to inform our ongoing approach to ad regulation in this area.
Looking for the key findings?
Read our summary report for the headline results and what they mean in practice.