Polls, clickbait, and commemorative $2 bills: problematic political advertising on news and media websites around the 2020 U.S. elections

Polls, clickbait, and commemorative $2 bills: problematic political advertising on news and media websites around the 2020 U.S. elections
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DOI：
10.1145/3487552.3487850
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发表时间：
2021-11
期刊：
Proceedings of the 21st ACM Internet Measurement Conference
影响因子：
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通讯作者：
Eric Zeng;Miranda Wei;Theo Gregersen;Tadayoshi Kohno;Franziska Roesner;Paul G. Allen
Eric Zeng;Miranda Wei;Theo Gregersen;Tadayoshi Kohno;Franziska Roesner;Paul G. Allen
中科院分区：
其他
文献类型：
--
作者：
Eric Zeng;Miranda Wei;Theo Gregersen;Tadayoshi Kohno;Franziska Roesner;Paul G. Allen

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网络广告可以用来误导、欺骗和操纵互联网用户，政治广告也不例外。在本文中，我们提出了一项关于2020年美国大选前后在线广告的测量研究，重点是识别政治广告中的黑暗模式和其他潜在问题内容。从2020年9月至2021年1月，我们从美国六个地理位置的745个新闻和媒体网站上抓取广告内容，收集了140万个广告。我们对这些广告中的政治内容进行了系统的定性分析，并对不同类型网站上政治广告的分布进行了定量分析。我们的研究结果揭示了在政治广告中广泛使用的有问题的策略，如诱饵和开关广告格式为民意调查，以吸引用户点击，使用政治争议的内容农场的点击诱饵，以及更频繁地出现在高度党派新闻网站的政治广告。我们为在线政治广告提供政策建议，包括对非官方政治广告进行更严格的审查，以及制定跨广告平台的综合标准。
Online advertising can be used to mislead, deceive, and manipulate Internet users, and political advertising is no exception. In this paper, we present a measurement study of online advertising around the 2020 United States elections, with a focus on identifying dark patterns and other potentially problematic content in political advertising. We scraped ad content on 745 news and media websites from six geographic locations in the U.S. from September 2020 to January 2021, collecting 1.4 million ads. We perform a systematic qualitative analysis of political content in these ads, as well as a quantitative analysis of the distribution of political ads on different types of websites. Our findings reveal the widespread use of problematic tactics in political ads, such as bait-and-switch ads formatted as opinion polls to entice users to click, the use of political controversy by content farms for clickbait, and the more frequent occurrence of political ads on highly partisan news websites. We make policy recommendations for online political advertising, including greater scrutiny of non-official political ads and comprehensive standards across advertising platforms.