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Neil Dawson. Fake news continues to hit the headlines as it climbs out of the realms of a disruptive irritation in our browsing experience. It is creeping into our consciousness, disrupting our politics, and causing us to doubt everything we read. In this shifting landscape, brands and publishers are being caught in the crossfire. Recent, damaging fake news includes, an Xbox One killing a teenager, Ferrero Rocher chocolates manufactured with maggot infestations, and Walmart carelessly wasting food.
We now ask: are digital advertisers the latest victims of fake news? These false and misleading stories are infecting every online channel and it seems no one is safe. Fake news creates such a reaction and is so shareable because the stories are sensational. They use the full marketing playbook to create captivating headlines, playing with our insecurities and beliefs and even voicing opinions that we might not openly express.
A study in found that a shocking three in four people overestimate their relative ability to spot fake news. Since further studies have demonstrated that overconfidence is strongly linked to the potential harm suffered by fake news, this continues to be a very serious concern. Accompanying fake news articles are the fake adverts that drive traffic to the content. Facebook adverts are incredibly easy to create and have a very low entry budget.
Although adverts are checked, a surprising of fake adverts slip through the net. They created a fake brand, Remedii, claiming that their water helped people to lose weight, improve their mood and feel better. As consumers more critically analyse and doubt the adverts that they are served, it could harm clickthrough rates for the real thing.
With the rise in popularity and complexity of affiliate networks, advertisers are becoming more removed from ad placement, trusting this to third-party specialists. Promoted stories companies are growing in popularity and generating huge amounts of traffic. The two largest, Outbrain and Taboola, have a combined reach of over 1. Using third parties to drive traffic is widespread and effective, but when fake news sites are showing impressive visitor rates, some companies are overcome with the temptation to tap into this. Fake news articles can be extensively shared and receive lots of comments and discussion which makes them seem genuine.
As fake news and adverts contain elements of truth, they can be difficult to spot. So, can we really expect even the most well-intentioned brands to avoid fake news sites altogether? Digital advertising is working. As well as generating clicks, it is building brand awareness and loyalty too. But clearly, there are things that need to change if this valuable channel is to work in harmony with the genuine, free content that it is supporting.
Social media giants are feeling pressure from governments and brands as they are called upon to better police the adverts created on their sites. With millions of adverts being put live on Facebook, Twitter, and Google every day, of course, algorithms are being used to check them.
But with the use of misleading imagery and These ads are fake innocent messages, you can see how it might be easy to circumvent these checks. Snapchat has managed to avoid fake advertising issues so far due to its more restricted advertising policies and human intervention when checking campaigns. Articles are much more difficult to share too, which slows the spread of bogus stories. Clearly, technology companies have a role to play in weeding out false content.
Instagram has launched more and more features in conjunction with leading fact-checkers to combat misinformation. The same is true of advertising. Sure, more checks might mean increased costs and more ad rejections, but it will be worth it to ensure the integrity of the content. Full Fact keeps an up-to-date toolkit on how to spot fake news stories.
Similarly, Google has a partnership with the Trust Project. They have established eight trust indicators that newsrooms can add to their content to reassure readers of the validity and truth behind their articles. Google News users can also benefit from Fact Check, which has been rolled out across all regions. Only publishers that are algorithmically determined as an authoritative source of information are permitted to review and apply the Fact Check tags which appear on news articles.
The internet is awash with stories of users who have been scammed by Facebook or Instagram .
There are several telltale s for an unreliable ad. We advise you to:. Although this is good advice for consumers, these rules are useful for advertisers too. If you are not a household name, actively foster trust within your. T and Y. L are incredibly important ranking als in certain industries. We at Ayima have powerful experience with maximising these als. Big brands admittedly have it easier in the face of fake advertising, as the familiarity of the brand implies reliability and trust.
But with these new tools, available from Facebook and Google, small and local businesses can now benefit from their honest advertising and credible reporting. Our digital experts help these brands build adverts that are attractive and trustworthy. When advertisers adhere to the rules, they can break through the online fraud to come out on top. There is still a place for creativity, for satire, parody and guerrilla advertising, but in this fake news era, we need to be just that little bit more careful.
Want to learn more about building trusted ? Get in touch with the team herewe'd love to hear from you. Written by Neil Dawson. Necessary cookies are absolutely essential for the website to function properly. These cookies ensure basic functionalities and security features of the website, anonymously.
Other uncategorized cookies are those that are being analyzed and have not been classified into a category as yet. Back to Insights. Fake news — a dangerous distraction Fake news continues to hit the headlines as it climbs out of the realms of a disruptive irritation in our browsing experience. Learn about our free, personalised insights club. Insights Club. Bidding on competitor keywords on Google 08 July Insights.
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