Blockchain Offers Solution to Combat Misleading Advertising

Online scams and misleading advertisements are eroding consumer trust, according to research conducted by Dasha Antsipava, a communication scientist at the University of Amsterdam (UvA). In her dissertation, published on November 25, 2025, Antsipava proposes a solution: leveraging blockchain technology to create a more transparent and accountable digital advertising landscape.

Antsipava’s work highlights the detrimental effects of misleading advertising on consumers, brands, and society as a whole. Through a series of five sub-studies, she explored the perceptions of different stakeholders, including consumers, advertisers, regulators, blockchain experts, and the news media, regarding misleading advertisements and their potential remedies.

Understanding the Digital Advertising Landscape

Despite growing awareness among consumers about online deception, many express uncertainty about their ability to protect themselves. Antsipava notes that media portrayals often complicate the issue, framing misleading advertising as a technological or regulatory challenge while shifting the onus onto consumers to ensure their own safety.

Blockchain technology, primarily recognized for its use in cryptocurrencies, serves as a secure digital ledger that records transactions across a distributed network. Antsipava argues that applying this technology in the advertising sector could significantly enhance transparency. Each advertisement could be linked to a tamper-proof register, detailing who created it, when and where it was published, and any subsequent changes made to it.

In a blockchain-based advertising framework, advertisers would be required to verify their digital identity. This approach would enable both regulators and consumers to trace the authenticity of advertisements, holding accountable those who engage in deceptive practices. By creating a clear link between ads and their sources, blockchain could drastically reduce advertising fraud, prevent fake endorsements, and empower consumers to make informed purchasing decisions.

Challenges to Adoption

While advertising professionals acknowledge the negative impact of misleading advertisements on brand reputation and consumer trust, there remains a level of hesitance towards adopting new technologies like blockchain. Antsipava’s expert interviews indicate that successful implementation in the advertising industry hinges on collaboration among all stakeholders—including advertisers, publishers, regulators, and technology providers.

Interestingly, consumer trust in blockchain is currently low, primarily due to a lack of familiarity with the technology and its strong association with the cryptocurrency sector. Nevertheless, as blockchain applications expand into various fields, this perception may shift, potentially fostering greater acceptance.

Antsipava’s findings underscore the pressing need for innovative solutions to combat misleading advertising. By embracing blockchain, the advertising industry could pave the way for a more trustworthy digital marketplace, ultimately benefiting consumers and brands alike.

The implications of Antsipava’s research extend beyond academia, touching on critical issues of ethics and accountability in advertising. As the landscape continues to evolve, the integration of blockchain technology may prove essential in restoring consumer confidence in digital advertising.

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