Online advertising disclaimers in unregulated markets: use of disclaimers by multinational and local companies in the Brazilian toy industry. Issue 6 (2nd November 2017)

• Record Type: Journal Article
• Authors: Veloso, Andres Rodriguez; Hildebrand, Diogo; Sresnewsky, Katherine Braun Galvão Bueno
• Is Part Of: International journal of advertising. Volume 36:Issue 6(2017)
• Page Start: 893
• Page End: 909
• Publication Date: 2017-11-02
• Subjects: Disclaimers -- advertising -- institutional environment -- multinational corporations -- Latin America; Advertising -- Periodicals; 659.105
• DOI: 10.1080/02650487.2017.1366847
• Languages: English
• ISSNs: 1759-3948

Abstract

ABSTRACT: Researchers have documented whether and how companies use advertising disclaimers in regulated markets. We complement the extant work by analysing a sample of 449 online toy advertisements targeting children in Brazil, a largely unregulated market. Results show that multinational corporations are more likely to include disclaimers in their online ads than local Brazilian companies. Further analyses reveal, however, that advertising disclaimers used by multinational subsidiaries have more distractors that reduce viewer comprehension. Our research contributes to the fields of advertising and institutional theory by being the first to document whether and how multinational subsidiaries use disclaimers in online ads targeting an unregulated market.