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TRUVACE RECORD VERSION
record: TRV-2026-2608
version: 1
kind: certified
reason: Certified into the record
timestamp: 2026-11-12T08:02:40.108503Z
status: published
lens: g_space
sector: lifestyle
headline: Transparency Disclosure Mechanisms for AI ‐Generated Advertising on Online Platforms: An Empirical Study of User Trust and Engagement
dek: ABSTRACT AI‐powered ads are revolutionizing digital marketing by generating content, tailoring targeting, and leveraging data analytics for more effective promotions on platforms like social media, search engines, and other digital channels. However, transparency, authenticity, and consumer trust issues have grown considerably. Many times, when consumers do not know that ad creation is supported by artificial intelligence technologies, they react negatively to the advertisements. This study explores consumer res…
gain_title: In an online experiment with 300 digitally active consumers, adding a transparency label to an AI-generated ad increased trust in the ad and its credibility.
problem_title: (none)
trace_subject: (none)
gain_reading: In an online experiment with 300 digitally active consumers, adding a transparency label to an AI-generated ad increased trust in the ad and its credibility.
gain_evidence: transparency disclosure has positive effects in enhancing consumers' trust and credibility in the advertisements
problem_reading: (none)
problem_evidence: (none)
quick_read: A study published in Internet Technology Letters tested how consumers react when an AI-generated advertisement carries a transparency label. Researchers randomly assigned 300 digitally active consumers to see the same kind of ad with or without a disclosure label, inside an online survey.

The authors report that disclosure improved consumers' trust and their view of the ad's credibility, especially for AI-generated advertisements. They also measured purchase intention and used regression and moderation analysis to test how disclosure shaped these relationships.

The work frames disclosure as a practical step for marketers, online platforms and policymakers who want responsible AI advertising. The authors say consumers often react negatively when they do not know AI helped create an ad, which is the problem the label is meant to address.
limitation: The finding rests on a scenario-based vignette in an online survey of 300 consumers, not on real ad campaigns or observed purchases.
tag: Evidence-backed gain
key_points: The study randomly assigned 300 digitally active consumers to view an AI-generated ad with or without a transparency-disclosure label. | It used a scenario-based (vignette) design embedded in an online survey. | Regression and moderation analysis tested how disclosure affected trust, ad credibility and purchase intention. | Disclosure increased consumers' trust and their sense of the ad's credibility, especially for AI-generated ads. | The authors say consumers often react negatively when they are unaware AI supported ad creation. | The paper offers suggestions for marketers, online platforms and policymakers on responsible AI advertising.
rundown: The experiment used a vignette approach: participants saw a scenario involving an AI-generated advertisement, and half saw it with a disclosure label while the rest saw it without. Random assignment lets the authors compare the two groups directly.

The outcomes were consumer trust, advertisement credibility and purchase intention. The authors used regression and moderation analysis to test relationships among these variables and to examine whether disclosure changed how consumers responded to AI-generated ads.

The authors conclude that labeling helps and recommend that marketers, platforms and policymakers adopt disclosure as part of responsible AI advertising. They describe AI ads as spanning content generation and targeting on social media, search engines and other digital channels.
sources:
- peer_reviewed | Internet Technology Letters | https://doi.org/10.1002/itl2.70354 | 2026-07-01
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