ABSTRACT

In an effort to improve transparency, Facebook changed its disclosures on in-feed native political advertisements in 2018 to include language that identifies who paid for the ad to appear. The present study (N = 120) utilized a between-participants eye-tracking experiment to assess the impact of three different disclosure conditions on Facebook users’ visual attention to the disclosure, recall of the disclosure, and the ability to identify the sponsor of the advertisement. Findings suggest that while users do give visual attention to Facebook’s new political ad disclosure, the disclosure language is not effective at enhancing users’ comprehension of who paid the political advertisements.

摘要

为了提高透明度，Facebook在2018年更改了其在供稿中的本地政治广告中的披露内容，加入了识别谁为广告展示付费的语言。本研究（N = 120）利用参与者之间的眼动追踪实验评估了三种不同的披露条件对Facebook用户视觉关注披露，回顾披露以及确定发起人的能力的影响。广告。研究结果表明，尽管用户确实对Facebook的新政治广告披露给予了视觉关注，但披露语言并不能有效地提高用户对谁支付了政治广告的理解。