Disclosure (continued)

One thing to note when discussing disclosure placement is the concept of banner blindness. Banner blindness occurs when a web user overlooks what they perceive to be advertisements (Hsieh, Chen, & Ma, 2012). Benway (1998) theorized that users ignore banner ads because they are associated with unimportant information or “fluff.” If banner blindness can be attributed to advertisement disclosure, it may relate to how users misidentify sponsored and editorial content.

Examples of Disclosure