Dark marketing regulations are inadequate and ineffective, according to research
The digital marketing industry codes governing ‘dark marketing’ are inadequate, ineffective, and lack transparency and accountability, according to a new research study by VicHealth.
Vic Health research exposes dark marketing practices
The report by VicHealth, Monash University and The University of Queensland, examining how alcohol, unhealthy food, sugary drinks and gambling products were promoted to people aged 16-25, revealed 97% of ads seen by research participants were “dark”.
The study, determines ‘dark marketing’ as ads that are only visible to those targeted by the advertisers, and not published on advertiser accounts where they can be publicly viewed.
The research incorporated 204 participants who operated as “citizen scientists” and provided the researchers with 5,169 examples of advertising for unhealthy food, alcohol and gambling that appeared on their social media feeds during a two-week period.
The research did not 'name and shame' however the majority of ads came from a small number of multinational corporate advertisers in the unhealthy food, home delivery and alcohol categories.
67% of underage participants were targeted with alcohol ads and 22% with gambling ads.
The citizen scientists had 194 advertisers upload data about them, and the advertising model generated 787 interests about them.
81% of the citizen scientists believe advertising of unhealthy industries should be reduced and regulated and described the use of their data to target them with advertising as “manipulative”.
VicHealth said the research revealed the failings of the digital industry to regulate itself adequately.
“Digital marketing by harmful industries remains largely unregulated and is mostly governed by industry codes which are inadequate, ineffective, and lack transparency and accountability. It largely occurs under the radar and is always evolving, making it difficult to identify and control.
“We need higher standards to be legislated for marketing of harmful products. This needs to be independent of industry, to ensure a safe and healthy online environment for everyone; especially for those most at risk from harm including young people and young adults."
The researchers said the participants viewed the practices as manipulative, creepy, and damaging.
“The citizen scientists in our study expressed significant concern about unhealthy advertising on digital media platforms and a strong appetite for higher standards,” said Nicholas Carah, associate professor at the University of Queensland.
The researcher said participants had strong ideas about how regulations could be improved, which presents a unique opportunity for the industry to work with the audiences it targets to improve the effectiveness of digital marketing.
The Drum reached out to the IAB for comment but they were unable to respond in time for publication.