Bagnara
Algorithmic GreenwashingGreen Claims in the Australian Ad Observatory
As part of the ADM+S led project, the Australian Ad Observatory, our research demonstrates how consumers experience evironmental and green advertising on their social media feeds. Our research suggests that the consumer experience is awash with vague, unsubstantiated and potentially misleading environmental claims.
Further, it suggests that the flows of ads that consumers are served act to tune consumers’ experience towards various narratives of green identities. Preliminary finding suggests a need to attend to a new form of ‘algorithmic’ greenwashing - where the algorithmic model of advertising ‘tunes’ green vibes in both ads that make explicit green claims and those that do not.
As part of the ADM+S led project, the Australian Ad Observatory, our research demonstrates how consumers experience evironmental and green advertising on their social media feeds. Our research suggests that the consumer experience is awash with vague, unsubstantiated and potentially misleading environmental claims.
Further, it suggests that the flows of ads that consumers are served act to tune consumers’ experience towards various narratives of green identities. Preliminary finding suggests a need to attend to a new form of ‘algorithmic’ greenwashing - where the algorithmic model of advertising ‘tunes’ green vibes in both ads that make explicit green claims and those that do not.