Online advertising disclaimers in unregulated markets: use of disclaimers by multinational and local companies in the Brazilian toy industry

Researchers have documented whether and how companies use advertising disclaimers in regulated markets. We complement the extant work by analysing a sample of 449 online toy advertisements targeting children in Brazil, a largely unregulated market. Results show that multinational corporations are mo...

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Bibliographic Details
Published in:International journal of advertising 2017-11, Vol.36 (6), p.893-909
Main Authors: Veloso, Andres Rodriguez, Hildebrand, Diogo, Sresnewsky, Katherine Braun Galvão Bueno
Format: Article
Language:English
Subjects:
advertising
Disclaimers
institutional environment
Latin America
multinational corporations
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Summary:Researchers have documented whether and how companies use advertising disclaimers in regulated markets. We complement the extant work by analysing a sample of 449 online toy advertisements targeting children in Brazil, a largely unregulated market. Results show that multinational corporations are more likely to include disclaimers in their online ads than local Brazilian companies. Further analyses reveal, however, that advertising disclaimers used by multinational subsidiaries have more distractors that reduce viewer comprehension. Our research contributes to the fields of advertising and institutional theory by being the first to document whether and how multinational subsidiaries use disclaimers in online ads targeting an unregulated market.
ISSN:0265-0487
1759-3948
DOI:10.1080/02650487.2017.1366847