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An International Perspective of Online Disclosure Presentation: A Comparison of Banner Ad Disclosures from United States, United Kingdom, and Singapore Web Sites

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Abstract

Effective online disclosure presentation is an important feature in banner advertising worldwide. The U.S. Federal Trade Commission (FTC) is viewed as the leader in providing guidance for making disclosures clear and conspicuous. This study examines the extent to which banner ads in the top 100 web sites in three countries with a shared language and intertwining legal and self-regulatory systems—the United States, United Kingdom, and Singapore—adhere to FTC guidance. The lack of systematic differences across countries suggests the need for disclosure research from a global perspective that takes cultural and linguistic differences into account.

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Authors and Affiliations

  1. School of Advertising and Public Relations, University of Tennessee, 476 Communication and Information Bldg., Knoxville, TN, 37996, USA

    Mariea Grubbs Hoy

  2. Wee Kim Wee School of Communication and Information, Nanyang Technological University, 31 Nanyang Link, Singapore, 637718, Singapore

    May O. Lwin

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  1. Mariea Grubbs Hoy
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  2. May O. Lwin
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Correspondence to Mariea Grubbs Hoy or May O. Lwin.

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Hoy, M.G., Lwin, M.O. An International Perspective of Online Disclosure Presentation: A Comparison of Banner Ad Disclosures from United States, United Kingdom, and Singapore Web Sites. J Consum Policy 31, 327–347 (2008). https://doi.org/10.1007/s10603-008-9073-6

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