Before buying your next product online, here’s what you should know to avoid being a victim of misleading online ads.
Have you recently ordered a product or service online and received something different from what you ordered? Have you been enticed or influenced to buy a product online based on information, images or campaigns that turned out to be a misrepresentation of facts? Or have you relied on online ads to make major purchases, career, or life-changing decisions that resulted in regrets?
You are not alone if you have had any of the above experiences. In the digital marketing era, we’ve all become victims of misleading online ads.
This article exposes the nature of online deception and why you should be concerned.
We are in the era of deceptive online ads.
Welcome to the age of digital marketing, where traditional marketing and advertising practices are eroding. In today’s world, digital marketing and online ads play crucial roles in our daily lives, whether on social media or search engines. These platforms improve our world but also deceive, manipulate, and persuade us to make impulsive decisions. With weak or non-existent regulations in many countries, consumers are at risk.
Shocking ways online ads are packaged to deceive you.
Marketing communication tools promote products or services to persuade consumers to buy. Ads are one type of marketing communication tool.
As part of its function, ads provide customers with factual information to help them make informed decisions. But they also manipulate customers emotions to influence their decisions. Misleading advertisers often craft ads to confuse, deceive, or manipulate customers.
Here are ways deceptive advertisers present misleading online ads to unsuspecting customers.
1) Exaggerated quality claims
Misleading advertisers often resort to unsubstantiated quality claims to deceive consumers. They use strategic keywords such as “best,” “highest quality,” revolutionary, luxury,” or “exclusive” to make the products or services appear more attractive than they are. For instance, a toothpaste advertisement claiming to make your teeth “ten shades whiter in a week” is exaggerating the toothpaste’s capacity or quality.
2) Fallacious arguments
Deceptive advertisers make fallacious arguments to persuade consumers to buy a product or service. Fallacious arguments usually rely on emotional appeals or cognitive biases instead of logical or factual information.
Fallacious arguments trigger emotions of fear, happiness, or desire. They may also create a sense of urgency or need for a product or service. Thus, misleading advertisers manipulate consumers by constantly making fallacious arguments, making them feel obligated to buy a product or service.
Below are four examples of how fallacious arguments are used in misleading online advertising.
- To invoke a cause-and-effect relationship. Fallacious arguments make us believe that using a product will lead to a specific outcome without evidence. For instance, an advert claiming that using a particular hair shampoo will improve your public speaking skills is false and misleading.
- To create a bandwagon effect. Misleading ads urge us to buy a product by falsely claiming everyone else is buying it. These ads prey on our tendency to conform, making us think we’re missing out if we don’t follow the crowd.
- To create false dilemmas. Deceptive advertisers make fallacious arguments to suggest the availability of limited options or solutions. Thus, they make us believe that the advertised product is the only solution to avoid a negative outcome.
Techniques used in misleading online advertising.
Misleading ads use language and visual techniques to deceive consumers. Here are some common examples:
1. Language Manipulation
- Vague terms (weasel words) like “help” or “virtually” are used to make technically accurate but misleading claims. For example, “this product can help you lose weight” is enticing but does not guarantee results.
- Ambiguous terms like “best”, “natural”, or “innovative” are often used without specific evidence. These words sound positive but lack concrete information. Deceptive advertisers also make ambiguous statements with multiple interpretations to confuse the consumer. For example, “this product fights ageing.” This is a vague statement requiring clarification on how the product fights ageing.
- Subtle language is used by misleading advertisers to minimize negative aspects of a product, e.g. using “pre-owned” instead of “used” for a car.
- Technical or scientific jargon may impress consumers but misrepresent a product’s credibility
These linguistics techniques make it hard for consumers to judge a product’s worth accurately.
2. Visual Tricks
Misleading ads use visual tricks to alter images and design elements. The aim is to create false impressions, enhance appeal, or distract from shortcomings. Some common visual tricks used include:
- Photoshopping to alter images to exaggerate product benefits or attractiveness such as editing models’ appearances or enhancing product features to unrealistic levels.
- Selective presentation to showcase a product positively while concealing flaws. Examples include using artificial enhancers to make food appear more appetizing in advertisements than in reality.
- Misleading comparisons to exaggerate the effectiveness of a product, often manipulating lighting, makeup, or angles to enhance the “after” image.
- Symbolic images to imply benefits or qualities. For example: a car driving through a serene landscape conveys freedom and adventure, which may be unrelated to the car’s features.
- Misleading labels and packaging designed to create an illusion of quantity or quality. For example, oversized boxes with little content inside or images that suggest ingredients are not present in the product.
- Using colours and fonts to evoke specific emotions, like green for eco-friendliness and elegant fonts for luxury.
Misleading ads use visual techniques to exploit perceptions and biases, leading to misinterpretations of product value. Accordingly, recognizing these tactics is crucial to avoiding falling for them.
Five reasons to be worried about online ads
1. Financial Exploitation and Scams
Many online ads exploit consumers financially. They also offer unbelievable deals to trick users into sharing sensitive information or buying non-existent products. For instance, scammers promote high-end electronics at discounted prices and disappear after receiving payment, leaving the buyer empty-handed.
In 2020, the FTC reported that consumers lost over $3.3 billion to fraud. Online shopping scams played a crucial part, highlighting the need for vigilance and safeguards against deceptive online ads.
2. Erosion of Consumer Trust
Misleading online ads undermine trust in advertising and e-commerce. They could also cause consumers to become more hesitant to make online purchases or engage with new brands.
The fight against fake listings and misleading ads continues to challenge major e-commerce companies like Amazon and eBay. Thus, rebuilding trust demands significant time and resources, potentially shifting focus away from innovation and improving the customer experience.
3. Misinformation and Fake News
Deceptive online ads aren’t just about financial scams. They also spread fake news and wrong information. These ads use captivating headlines and tricky tactics to get attention and send people to unreliable websites.
During the COVID-19 pandemic, online ads promoted fake cures and misinformation about vaccines, which put lives at risk and undermined public health efforts. The World Health Organization (WHO) identified spreading false information as a major challenge in combating the pandemic. Additionally, misleading information spread through online ads threatens public safety and societal well-being.
4. Privacy Invasion and Data Exploitation
Deceptive online ads can invade your privacy by exploiting your data. They can also trick you into filling out forms or participating in seemingly harmless surveys and have you share sensitive personal information. Thus, your data can be sold or used for malicious purposes like identity theft or phishing attacks.
Malicious trackers and malware are often hidden in misleading online ads to access your personal files and monitor your online activities without permission. Many online ads threaten your privacy and security and may lead to unauthorized transactions and identity theft.
5. Deceptive online ads impact mental health and well-being
Online ads can increase your anxiety and expose you to risks. Some online ads make false promises and exaggerate claims, leading to unrealistic expectations and disappointment.
Online ads that raise fears or insecurities can worsen mental health issues. For example, weight loss ads with fake images and testimonials can make body image and eating problems worse. According to The American Psychological Association (APA), seeing this kind of content can hurt your self-esteem and mental health.
Conclusion
Misleading online ads are everywhere and can negatively affect people’s well-being. They also lead to financial exploitation, erode trust, spread misinformation, invade privacy, and affect mental health.
Consumers must be cautious of too-good-to-be-true offers and support more robust regulations and industry accountability. This paper aims to promote digital literacy to combat deceptive ads and protect online commerce.
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