Companies inadvertently fund online misinformation despite consumer backlash

This paper investigates how online misinformation is financed by advertising, its effects on companies, and potential interventions. The authors find that advertising on misinformation websites is pervasive, amplified by digital advertising platforms. A consumer experiment reveals substantial backlash against companies advertising on such sites. A survey of company decision-makers shows most are unaware of their involvement but strongly prefer to avoid it. The study proposes low-cost interventions to reduce the financial incentive for misinformation.

Wajeeha Ahmad, Ananya Sen, Charles Eesley, Erik Brynjolfsson