Researchers Explore Blockchain as Solution to Misleading Ads

On November 25, 2025, research by Dasha Antsipava, a communication scientist at the University of Amsterdam (UvA), highlighted the potential of blockchain technology to combat misleading advertisements and restore consumer trust. In her dissertation, Antsipava argues that the pervasive issue of online scams and deceptive advertising can be addressed through transparent and traceable digital advertising solutions.

Understanding the Impact of Misleading Advertising

Antsipava’s research reveals the damaging effects of misleading advertising on consumers, brands, and society as a whole. Through a comprehensive analysis involving various stakeholders—including consumers, advertisers, regulators, blockchain experts, and media representatives—she examined their perceptions of misleading advertising and their potential responses to blockchain-based solutions. While consumers increasingly recognize online deception as a significant threat, many feel uncertain about their ability to protect themselves against it.

The media landscape further complicates this issue, often framing misleading advertising as a complex technological challenge while simultaneously placing the onus of responsibility on consumers to safeguard themselves.

Blockchain: A Transparent Solution

Known primarily for its role in cryptocurrencies, blockchain technology operates as a secure digital ledger that records transactions across a distributed network. Antsipava posits that this technology could revolutionize the online advertising sector by establishing a tamper-proof register for each advertisement. This register would detail who created the ad, when and where it was published, and any subsequent modifications.

In a blockchain-based advertising framework, advertisers would need to verify their digital identities. Each advertisement could be permanently linked to its source, enabling regulators and consumers to trace its authenticity and hold those accountable who engage in deceptive practices. This system could significantly reduce advertising fraud, prevent fake endorsements, and empower consumers to make informed purchasing decisions by verifying the legitimacy of brands and their claims.

Despite recognizing the detrimental impact of misleading advertisements on brand reputation and consumer trust, advertising professionals express hesitance regarding the adoption of new technologies. Antsipava’s interviews with industry experts indicated that the successful implementation of blockchain in advertising would require collaboration across the entire ecosystem, involving advertisers, publishers, regulators, and technology providers.

Currently, consumer trust in blockchain appears limited, likely due to a lack of awareness and its strong association with cryptocurrency. However, this perception may evolve as blockchain technology finds broader applications in various sectors beyond finance.

Ultimately, Antsipava’s research offers a promising glimpse into how blockchain could provide both practical and ethical safeguards in the advertising industry, fostering a more transparent and trustworthy environment for consumers and brands alike.