Behavioural Study on Advertising and Marketing Practices in Online Social Media : Final Report

The key objective of this multi-method, exploratory study was to investigate advertising and marketing practices in online social media (OSM) from the perspective of consumer behaviour and consumer protection. It aimed to identify and assess commercial practices in the context of OSM that could be potentially unfair or misleading for consumers. Furthermore, the study aimed to investigate the factors that contribute to their prevalence, and to identify and assess potential remedies to these problematic commercial practices.

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Alternative title:	Behavioural Study on Advertising and Marketing Practices in Online Social Media : Executive Summary
Year of publication:	2018-06
Institutions:	GfK Consortium ; Wageningen Universiteit en Researchcentrum (contributor) ; CentERdata (contributor) ; Europäische Kommission / Consumers, Health, Agriculture and Food Executive Agency (contributor) ; Europäische Kommission / Generaldirektion Justiz und Verbraucher (contributor) ; Rand Europe (contributor)
Publisher:	Europäische Kommission / Amt für Veröffentlichungen
Subject:	EU \| Marketinginstrument \| marketing instrument \| Medien \| media \| Online-Medien \| online media \| Verbraucher \| consumer \| Verbraucherschutz \| consumer protection \| Werbeträger \| advertising media \| Werbung \| advertising \| Wettbewerb \| competition

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1 Introduction
1.1 Study objectives and report structure
1.2 Methodological approach
1.3 Definition of Online Social Media
2 Online Social Media in the EU
2.1 Introduction
2.2 Top Online Social Media providers in the EU
2.3 Differences across EU Member States
2.4 Key Online Social Media providers in focus
2.4.1 Facebook Inc.
2.4.2 YouTube
2.4.3 Twitter
2.4.4 Reddit
2.4.5 LinkedIn
2.4.6 Snapchat
2.5 Revenue streams of Online Social Media providers
2.6 Delivering marketing content to Online Social Media users
2.7 Commercial practices on Online Social Media
3. Disguised Advertising Practices
3.1 Introduction
3.1.1 Native advertising
3.1.2 Influencer marketing
3.1.3 Advertorials
3.2 Consumer issues
3.2.1 Evidence from the qualitative research
3.2.2 Evidence from the behavioural experiments
3.2.3 Conclusions
3.3 Legal assessment and remedies
3.3.1 Options for regulatory action
3.3.2 Options for enforcement action
3.3.3 Options for self-regulatory action
3.3.4 Other remedy options
4. Social Proof Practices
4.1 Introduction
4.1.1 Artificial boosting of social proof indicators
4.1.2 Extrapolation of social endorsements
4.1.3 Other practices linked to social proof
4.2 Consumer issues
4.2.1 Evidence from the qualitative research
4.2.2 Evidence from the behavioural experiments
4.2.2.1 Artificial boosting of social proof indicators
4.2.2.2 Extrapolation of social endorsements
4.3 Conclusions

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