Tricking People With Fake Content Isn't Good Advertising

from the that's-sleazy dept

One of the things that gets people upset when we talk about advertising being content, and content being advertising is that they think this means advertisers tricking users into viewing their ads. That's not true at all. It should be totally upfront. People who pass along a cool commercial are doing it because they know exactly what it's advertising and they know that it's still cool. The idea is to create content that's so good that even though everyone knows it's advertising, they don't mind. If you have to "trick" people into viewing your ad, then it's bad content.

Witness, for example, this story from Wired, about a company advertising a "work from home" scheme. To advertise it, they built a series of fake news sites that look incredibly realistic -- just look at this example from a site called News5Alert or The Miami Gazette News, that look an awful lot like real news sites. As Karl notes, they even show that the "comments are closed due to spam."

But the whole thing is fake. It's really an ad. And, to make it worse, the company behind it is taking out ads on real news sites and trying to make it look like news -- thereby tricking people into reading their ad. The whole scam is to get people to sign up for info on how to make money from home -- for which they're charged $2... but then suddenly many claim they started finding additional "surprise" charges on their credit card, which the company says they actually agreed to in the fine print. That's an old scam, but using real-looking news articles is the new twist. So, while content is advertising, misleading or sneaky advertising is bad content.

Filed Under: advertising, advertising is content, content is advertising, fake content, fake news