Blockchain Offers Solutions to Combat Misleading Advertising

On November 25, 2025, research conducted by Dasha Antsipava, a communication scientist at the University of Amsterdam (UvA), presented a promising solution to the escalating issue of misleading advertising. Antsipava’s dissertation explores how blockchain technology can enhance transparency and trust in digital advertising, addressing the ongoing erosion of consumer confidence caused by online scams.

Antsipava’s research outlines the detrimental effects of misleading advertising on consumers, brands, and society. Through a series of five sub-studies, she analyzed the perceptions of various stakeholders—including consumers, advertisers, regulators, blockchain experts, and the news media—regarding deceptive advertising practices and the potential for blockchain-based solutions to mitigate these issues.

Understanding the Impact of Misleading Advertising

The findings reveal a troubling landscape: while consumers increasingly recognize online deception as a serious threat, many express uncertainty about their ability to protect themselves. The media’s portrayal of misleading advertising often complicates public understanding, framing it as a complex technological or regulatory challenge while simultaneously placing the onus on consumers to safeguard their interests.

Blockchain technology, widely known for its application in cryptocurrencies, functions as a secure digital ledger that records transactions within a decentralized network. Antsipava posits that this technology could revolutionize the online advertising sector by establishing a tamper-proof register for each advertisement. This register would document key details such as the creator of the ad, its publication date and location, and any subsequent modifications.

Transforming Advertising with Blockchain

In a blockchain-based advertising ecosystem, advertisers would need to verify their digital identities. Each advertisement would have a permanent link to its source, empowering regulators and consumers to trace its authenticity. This heightened accountability could significantly reduce advertising fraud, prevent the spread of fake endorsements, and assist consumers in making informed purchasing decisions by validating the legitimacy of brands and their claims.

While advertising professionals acknowledge the negative impact of misleading advertisements on brand reputation and consumer trust, there remains a reluctance to embrace new technologies. Antsipava’s interviews with industry experts indicate that the successful integration of blockchain in advertising hinges on collaboration among all stakeholders, including advertisers, publishers, regulators, and technology providers.

Current consumer skepticism towards blockchain technology is largely attributed to a lack of awareness and its strong association with cryptocurrencies. Nevertheless, as blockchain applications expand into various sectors, this perception may evolve, fostering greater acceptance and trust among consumers.

Antsipava’s research highlights the urgent need for innovative solutions in the advertising space. By leveraging blockchain, the industry has an opportunity to address consumer concerns, enhance trust, and ultimately foster a healthier advertising environment.