Who paid for what? The role of visual attention to content and disclosures in Facebook political advertising

Paper presented at the 102nd Annual Association for Education in Journalism and Mass Communication (AEJMC) Conference, Toronto, Ontario, Canada.

Abstract: Recently, Facebook has changed the way they display the disclosure language regarding political advertisements in an attempt to increase transparency. The goal of this study was to use eyetracking to determine the effectiveness of the new disclosure language and to assess other important factors dealing with how users look at political ads. Findings suggest that Facebook’s new political ad disclosure language is not effective at enhancing users comprehension of who paid for the advertisement.

Matthew Binford  Yen-I Lee  Shuoya Sun  Bartosz Wojdynski