Advertising overload: Difference between revisions

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====Advergaming====

Further reading: [[Advergames]]

While not as popular as it once was, companies would pay developers to work on games that exist solely to advertise a product, such as McDonald's McWorld, which also advertised other products inside the game.<ref>https://massivelyop.com/2020/05/23/the-game-archaeologist-mcdonalds-mcworld-mmo-is-a-thing-that-existed/ ([http://web.archive.org/web/20260223005215/https://massivelyop.com/2020/05/23/the-game-archaeologist-mcdonalds-mcworld-mmo-is-a-thing-that-existed/ Archived]) ([http://web.archive.org/web/20250829122526/https://massivelyop.com/2020/05/23/the-game-archaeologist-mcdonalds-mcworld-mmo-is-a-thing-that-existed/ Archived])</ref> Sometimes these games would also introduce additional anticonsumer practices, often to the detriment of young kids.<ref>{{Cite web |last=Moran |first=Eric |date=27 Jan 2023 |title=McWorld: What happens when a fast food restaurant create an online virtual world |url=https://www.youtube.com/watch?v=6nerFPG-PEQ |url-status=live |access-date=15 Mar 2025 |website=[[YouTube]] |archive-url=http://web.archive.org/web/20250825132954/https://www.youtube.com/watch?v=6nerFPG-PEQ |archive-date=25 Aug 2025}}</ref> Many of these games were made as shovelware as well, so many of these games are often not meant for an extended period of time to be accessible. Older advergames often only sold for a short period, only up to a few years at best, so if a game held any quality, there is a problem of [[FOMO]], this has been seen with popular titles such as Pepsiman on the PS1 or Cool Spot on the Sega Genesis. In the 2000s, these games often preferred accessing servers, mostly to encourage serving additional ads. Many of these would not last long, and these products people invest into are just taken away from them, such as ToonTown<ref>{{Cite web |last=Kelly |first=Heather |date=23 Aug 2013 |title=Coping with the loss of an online world |url=https://edition.cnn.com/2013/08/23/tech/gaming-gadgets/closing-toontown/index.html |url-status=live |access-date=15 Mar 2025 |website=[[CNN]] |archive-url=http://web.archive.org/web/20250813162715/https://edition.cnn.com/2013/08/23/tech/gaming-gadgets/closing-toontown/index.html |archive-date=13 Aug 2025}}</ref> or Club Penguin.<ref>{{Cite web |last=Martinelli |first=Marissa |date=3 Apr 2017 |title=Disney’s Beloved Club Penguin Has Shut Down After More Than a Decade. We Documented Its Final Days. |url=https://slate.com/culture/2017/04/what-the-end-of-disneys-mmo-club-penguin-was-like-inside-the-game.html |url-status=live |access-date=15 Mar 2025 |website=[[Slate]] |archive-url=http://web.archive.org/web/20251219191942/https://slate.com/culture/2017/04/what-the-end-of-disneys-mmo-club-penguin-was-like-inside-the-game.html |archive-date=19 Dec 2025}}</ref>

While not as popular as it once was, companies would pay developers to work on games that exist solely to advertise a product, such as McDonald's McWorld, which also advertised other products inside the game.<ref>Olivetti, Justin, [https://massivelyop.com/2020/05/23/the-game-archaeologist-mcdonalds-mcworld-mmo-is-a-thing-that-existed/ The Game Archaeologist: McDonalds’ McWorld MMO is a thing that existed] (2020-05-23) ([http://web.archive.org/web/20260223005215/https://massivelyop.com/2020/05/23/the-game-archaeologist-mcdonalds-mcworld-mmo-is-a-thing-that-existed/ Archived]) ([http://web.archive.org/web/20250829122526/https://massivelyop.com/2020/05/23/the-game-archaeologist-mcdonalds-mcworld-mmo-is-a-thing-that-existed/ Archived])</ref> Sometimes these games would also introduce additional anticonsumer practices, often to the detriment of young kids.<ref>{{Cite web |last=Moran |first=Eric |date=27 Jan 2023 |title=McWorld: What happens when a fast food restaurant create an online virtual world |url=https://www.youtube.com/watch?v=6nerFPG-PEQ |url-status=live |access-date=15 Mar 2025 |website=[[YouTube]] |archive-url=http://web.archive.org/web/20250825132954/https://www.youtube.com/watch?v=6nerFPG-PEQ |archive-date=25 Aug 2025}}</ref> Many of these games were made as shovelware as well, so many of these games are often not meant for an extended period of time to be accessible. Older advergames often only sold for a short period, only up to a few years at best, so if a game held any quality, there is a problem of [[FOMO]], this has been seen with popular titles such as Pepsiman on the PS1 or Cool Spot on the Sega Genesis. In the 2000s, these games often preferred accessing servers, mostly to encourage serving additional ads. Many of these would not last long, and these products people invest into are just taken away from them, such as ToonTown<ref>{{Cite web |last=Kelly |first=Heather |date=23 Aug 2013 |title=Coping with the loss of an online world |url=https://edition.cnn.com/2013/08/23/tech/gaming-gadgets/closing-toontown/index.html |url-status=live |access-date=15 Mar 2025 |website=[[CNN]] |archive-url=http://web.archive.org/web/20250813162715/https://edition.cnn.com/2013/08/23/tech/gaming-gadgets/closing-toontown/index.html |archive-date=13 Aug 2025}}</ref> or Club Penguin.<ref>{{Cite web |last=Martinelli |first=Marissa |date=3 Apr 2017 |title=Disney’s Beloved Club Penguin Has Shut Down After More Than a Decade. We Documented Its Final Days. |url=https://slate.com/culture/2017/04/what-the-end-of-disneys-mmo-club-penguin-was-like-inside-the-game.html |url-status=live |access-date=15 Mar 2025 |website=[[Slate]] |archive-url=http://web.archive.org/web/20251219191942/https://slate.com/culture/2017/04/what-the-end-of-disneys-mmo-club-penguin-was-like-inside-the-game.html |archive-date=19 Dec 2025}}</ref>

In the modern day, Advergaming has largely preferred existing metaverses, such as Roblox<ref>{{Cite web |last=Bains |first=Callum |date=13 Jul 2024 |title=‘Advergames’: how games platform Roblox became a corporate marketing playground |url=https://www.theguardian.com/games/article/2024/jul/13/advergames-how-games-platform-roblox-became-a-corporate-marketing-playground |url-status=live |access-date=15 Mar 2025 |website=[[The Guardian]] |archive-url=https://web.archive.org/web/20260215212500/https://www.theguardian.com/games/article/2024/jul/13/advergames-how-games-platform-roblox-became-a-corporate-marketing-playground |archive-date=15 Feb 2026}}</ref><ref>{{Cite web |last=Lee |first=Chantelle |date=4 Jun 2024 |title=Ikea is Hiring 10 Roblox Players to Work at In-Game Store |url=https://time.com/6985642/ikea-hiring-workers-roblox-game/ |url-status=live |access-date=15 Mar 2025 |website=[[Time]] |archive-url=http://web.archive.org/web/20250723195409/https://time.com/6985642/ikea-hiring-workers-roblox-game/ |archive-date=23 Jul 2025}}</ref> or the literal Metaverse.<ref>{{Cite web |last=Laughlin |first=Charles |date=14 Jun 2022 |title=Is Dining in the Metaverse Real? Brands Seem to Think So |url=https://www.localogy.com/2022/06/is-dining-in-the-metaverse-real-brands-seem-to-think-so/ |url-status=live |access-date=15 Mar 2025 |website=[[Localogy]] |archive-url=http://web.archive.org/web/20250708174722/https://www.localogy.com/2022/06/is-dining-in-the-metaverse-real-brands-seem-to-think-so/ |archive-date=8 Jul 2025}}</ref> These too, have brought controversy<ref>{{Cite web |last=Diaz |first=Ana |date=22 Apr 2022 |title=Roblox is ‘exploiting’ users with deceptive advertising, watchdog group says |url=https://www.polygon.com/23035640/roblox-ads-deceptive-ftc-complaint |url-status=live |access-date=15 Mar 2025 |website=[[Polygon]] |archive-url=http://web.archive.org/web/20260210010651/https://www.polygon.com/23035640/roblox-ads-deceptive-ftc-complaint/ |archive-date=10 Feb 2026}}</ref> and can be seen as anti-consumer.

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Users are more influenced by social media personalities who share their values and lifestyles. Consequently, authenticity, trustworthiness, and relevance are the key drivers of consumer behavior. Thus, when influencers share real-life experiences of using a product or service, their recommendations are more likely to resonate with followers and result in higher levels of engagement and purchase intent.<ref name=":5">{{Cite web |last=Chopra |first=Anjali |date=Jun 2020 |title=Influencer Marketing: An Exploratory Study to Identify Antecedents of Consumer Behavior of Millennial |url=https://www.researchgate.net/publication/342181914_Influencer_Marketing_An_Exploratory_Study_to_Identify_Antecedents_of_Consumer_Behavior_of_Millennial |url-status=live |access-date=15 Mar 2025 |website=[[ResearchGate]] |archive-url=http://web.archive.org/web/20230506202540/https://www.researchgate.net/publication/342181914_Influencer_Marketing_An_Exploratory_Study_to_Identify_Antecedents_of_Consumer_Behavior_of_Millennial |archive-date=6 May 2023}}</ref>

Congruence—the match between the persona of the influencer, the product they are promoting, and the interests of the audience—is crucial. When the fit among these elements is strong it makes the campaign appear more genuine, and therefore more credible. Strong congruence will improve the credibility of an influencer, and create a stronger emotional relationship with the audience.<ref name=":6">{{Cite web |last=Belanche |first=Daniel |last2=Ibáñez Sánchez |first2=Sergio |last3=Casaló Ariño |first3=Luis Vicente |last4=Flavián |first4=Marta |date=Apr 2021 |title=Understanding influencer marketing: The role of congruence between influencers, products and consumers |url=https://www.researchgate.net/publication/352120476_Understanding_influencer_marketing_The_role_of_congruence_between_influencers_products_and_consumers |url-status=live |access-date=15 Mar 2025 |website=[[ResearchGate]]}}</ref>

Congruence—the match between the persona of the influencer, the product they are promoting, and the interests of the audience—is crucial. When the fit among these elements is strong it makes the campaign appear more genuine, and therefore more credible. Strong congruence will improve the credibility of an influencer, and create a stronger emotional relationship with the audience.<ref name=":6">{{Cite web |last=Belanche |first=Daniel |last2=Ibáñez Sánchez |first2=Sergio |last3=Casaló Ariño |first3=Luis Vicente |last4=Flavián |first4=Marta |date=Apr 2021 |title=Understanding influencer marketing: The role of congruence between influencers, products and consumers |url=https://www.researchgate.net/publication/352120476_Understanding_influencer_marketing_The_role_of_congruence_between_influencers_products_and_consumers |url-status=live |archive-url=https://web.archive.org/web/20260225102404/https://www.researchgate.net/publication/352120476_Understanding_influencer_marketing_The_role_of_congruence_between_influencers_products_and_consumers |archive-date=25 February 2026 |access-date=15 Mar 2025 |website=[[ResearchGate]]}}</ref>

Over-commercialization—when influencers promote too many products or aren't transparent—can erode their audience's trust. Clear disclosures, such as #ad or #sponsored, help to maintain transparency and adherence with advertising regulations. Unfortunately, such disclosures are often hidden among numerous hashtags or omitted altogether.<ref name=":5" /><ref name=":6" />

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===Web===

See also: [[Advertising overload in websites|Advertising Overload in Websites]]

Ever since the introduction of cookies in the early 1990s, websites have been trying to make progressively more money off of advertisers. This pattern used to be easily thwarted, as in the early days of the web, consumers could simply choose not to visit these websites to avoid being so pervasively served advertisements. Unfortunately, in modern times, consumers lack this capability, as mass advertising has now become a systemic problem. Popular news sources, such as The New York Times, The Wall Street Journal, and others, are filled to the brim with advertisements. As mentioned by publications such as The Huffington Post,<ref>{{Cite web |last=Elliot |first=Christopher |date=8 Feb 2017 |title=Yes, There Are Too Many Ads Online. Yes, You Can Stop Them. Here's How. |url=https://www.huffpost.com/entry/yes-there-are-too-many-ads-online-yes-you-can-stop_b_589b888de4b02bbb1816c297 |url-status=live |access-date=15 Mar 2025 |website=[[HuffPost]] |archive-url=http://web.archive.org/web/20251127141328/https://www.huffpost.com/entry/yes-there-are-too-many-ads-online-yes-you-can-stop_b_589b888de4b02bbb1816c297 |archive-date=27 Nov 2025}}</ref> The Conversation,<ref>{{Cite web |last=D'Alessandro |first=Steve |date=18 Sep 2024 |title=Why is the internet overflowing with rubbish ads – and what can we do about it? |url=https://theconversation.com/why-is-the-internet-overflowing-with-rubbish-ads-and-what-can-we-do-about-it-237980 |url-status=live |access-date=15 Mar 2025 |website=[[The Conversation]] |archive-url=http://web.archive.org/web/20260126234756/https://theconversation.com/why-is-the-internet-overflowing-with-rubbish-ads-and-what-can-we-do-about-it-237980 |archive-date=26 Jan 2026}}</ref> and B2,<ref>https://www.b2.ai/ad-overload-are-publishers-showing-too-many-ads/ ([http://web.archive.org/web/20250815092938/https://www.b2.ai/ad-overload-are-publishers-showing-too-many-ads/ Archived]) ([http://web.archive.org/web/20250815092938/https://www.b2.ai/ad-overload-are-publishers-showing-too-many-ads/ Archived])</ref> the web itself has too many ads.

Ever since the introduction of cookies in the early 1990s, websites have been trying to make progressively more money off of advertisers. This pattern used to be easily thwarted, as in the early days of the web, consumers could simply choose not to visit these websites to avoid being so pervasively served advertisements. Unfortunately, in modern times, consumers lack this capability, as mass advertising has now become a systemic problem. Popular news sources, such as The New York Times, The Wall Street Journal, and others, are filled to the brim with advertisements. As mentioned by publications such as The Huffington Post,<ref>{{Cite web |last=Elliot |first=Christopher |date=8 Feb 2017 |title=Yes, There Are Too Many Ads Online. Yes, You Can Stop Them. Here's How. |url=https://www.huffpost.com/entry/yes-there-are-too-many-ads-online-yes-you-can-stop_b_589b888de4b02bbb1816c297 |url-status=live |access-date=15 Mar 2025 |website=[[HuffPost]] |archive-url=http://web.archive.org/web/20251127141328/https://www.huffpost.com/entry/yes-there-are-too-many-ads-online-yes-you-can-stop_b_589b888de4b02bbb1816c297 |archive-date=27 Nov 2025}}</ref> The Conversation,<ref>{{Cite web |last=D'Alessandro |first=Steve |date=18 Sep 2024 |title=Why is the internet overflowing with rubbish ads – and what can we do about it? |url=https://theconversation.com/why-is-the-internet-overflowing-with-rubbish-ads-and-what-can-we-do-about-it-237980 |url-status=live |access-date=15 Mar 2025 |website=[[The Conversation]] |archive-url=http://web.archive.org/web/20260126234756/https://theconversation.com/why-is-the-internet-overflowing-with-rubbish-ads-and-what-can-we-do-about-it-237980 |archive-date=26 Jan 2026}}</ref> and B2,<ref>Crossland, Archie, (2024-06-20) [https://www.b2.ai/ad-overload-are-publishers-showing-too-many-ads/ Ad Overload: Are Publishers Showing Too Many Ads?] ([http://web.archive.org/web/20250815092938/https://www.b2.ai/ad-overload-are-publishers-showing-too-many-ads/ Archived]) ([http://web.archive.org/web/20250815092938/https://www.b2.ai/ad-overload-are-publishers-showing-too-many-ads/ Archived])</ref> the web itself has too many ads.

====Banner Ads====

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 ====Advergaming====
   Further reading: [[Advergames]]
-While not as popular as it once was, companies would pay developers to work on games that exist solely to advertise a product, such as McDonald's McWorld, which also advertised other products inside the game.<ref>https://massivelyop.com/2020/05/23/the-game-archaeologist-mcdonalds-mcworld-mmo-is-a-thing-that-existed/ ([http://web.archive.org/web/20260223005215/https://massivelyop.com/2020/05/23/the-game-archaeologist-mcdonalds-mcworld-mmo-is-a-thing-that-existed/ Archived]) ([http://web.archive.org/web/20250829122526/https://massivelyop.com/2020/05/23/the-game-archaeologist-mcdonalds-mcworld-mmo-is-a-thing-that-existed/ Archived])</ref> Sometimes these games would also introduce additional anticonsumer practices, often to the detriment of young kids.<ref>{{Cite web |last=Moran |first=Eric |date=27 Jan 2023 |title=McWorld: What happens when a fast food restaurant create an online virtual world |url=https://www.youtube.com/watch?v=6nerFPG-PEQ |url-status=live |access-date=15 Mar 2025 |website=[[YouTube]] |archive-url=http://web.archive.org/web/20250825132954/https://www.youtube.com/watch?v=6nerFPG-PEQ |archive-date=25 Aug 2025}}</ref> <!-- Okay, I actually think McWorld deserves a bit of an article here lol - JamesTDG -->Many of these games were made as shovelware as well, so many of these games are often not meant for an extended period of time to be accessible. Older advergames often only sold for a short period, only up to a few years at best, so if a game held any quality, there is a problem of [[FOMO]], this has been seen with popular titles such as Pepsiman on the PS1 or Cool Spot on the Sega Genesis. In the 2000s, these games often preferred accessing servers, mostly to encourage serving additional ads. Many of these would not last long, and these products people invest into are just taken away from them, such as ToonTown<ref>{{Cite web |last=Kelly |first=Heather |date=23 Aug 2013 |title=Coping with the loss of an online world |url=https://edition.cnn.com/2013/08/23/tech/gaming-gadgets/closing-toontown/index.html |url-status=live |access-date=15 Mar 2025 |website=[[CNN]] |archive-url=http://web.archive.org/web/20250813162715/https://edition.cnn.com/2013/08/23/tech/gaming-gadgets/closing-toontown/index.html |archive-date=13 Aug 2025}}</ref> or Club Penguin.<ref>{{Cite web |last=Martinelli |first=Marissa |date=3 Apr 2017 |title=Disney’s Beloved Club Penguin Has Shut Down After More Than a Decade. We Documented Its Final Days. |url=https://slate.com/culture/2017/04/what-the-end-of-disneys-mmo-club-penguin-was-like-inside-the-game.html |url-status=live |access-date=15 Mar 2025 |website=[[Slate]] |archive-url=http://web.archive.org/web/20251219191942/https://slate.com/culture/2017/04/what-the-end-of-disneys-mmo-club-penguin-was-like-inside-the-game.html |archive-date=19 Dec 2025}}</ref>
+While not as popular as it once was, companies would pay developers to work on games that exist solely to advertise a product, such as McDonald's McWorld, which also advertised other products inside the game.<ref>Olivetti, Justin, [https://massivelyop.com/2020/05/23/the-game-archaeologist-mcdonalds-mcworld-mmo-is-a-thing-that-existed/ The Game Archaeologist: McDonalds’ McWorld MMO is a thing that existed] (2020-05-23) ([http://web.archive.org/web/20260223005215/https://massivelyop.com/2020/05/23/the-game-archaeologist-mcdonalds-mcworld-mmo-is-a-thing-that-existed/ Archived]) ([http://web.archive.org/web/20250829122526/https://massivelyop.com/2020/05/23/the-game-archaeologist-mcdonalds-mcworld-mmo-is-a-thing-that-existed/ Archived])</ref> Sometimes these games would also introduce additional anticonsumer practices, often to the detriment of young kids.<ref>{{Cite web |last=Moran |first=Eric |date=27 Jan 2023 |title=McWorld: What happens when a fast food restaurant create an online virtual world |url=https://www.youtube.com/watch?v=6nerFPG-PEQ |url-status=live |access-date=15 Mar 2025 |website=[[YouTube]] |archive-url=http://web.archive.org/web/20250825132954/https://www.youtube.com/watch?v=6nerFPG-PEQ |archive-date=25 Aug 2025}}</ref> <!-- Okay, I actually think McWorld deserves a bit of an article here lol - JamesTDG -->Many of these games were made as shovelware as well, so many of these games are often not meant for an extended period of time to be accessible. Older advergames often only sold for a short period, only up to a few years at best, so if a game held any quality, there is a problem of [[FOMO]], this has been seen with popular titles such as Pepsiman on the PS1 or Cool Spot on the Sega Genesis. In the 2000s, these games often preferred accessing servers, mostly to encourage serving additional ads. Many of these would not last long, and these products people invest into are just taken away from them, such as ToonTown<ref>{{Cite web |last=Kelly |first=Heather |date=23 Aug 2013 |title=Coping with the loss of an online world |url=https://edition.cnn.com/2013/08/23/tech/gaming-gadgets/closing-toontown/index.html |url-status=live |access-date=15 Mar 2025 |website=[[CNN]] |archive-url=http://web.archive.org/web/20250813162715/https://edition.cnn.com/2013/08/23/tech/gaming-gadgets/closing-toontown/index.html |archive-date=13 Aug 2025}}</ref> or Club Penguin.<ref>{{Cite web |last=Martinelli |first=Marissa |date=3 Apr 2017 |title=Disney’s Beloved Club Penguin Has Shut Down After More Than a Decade. We Documented Its Final Days. |url=https://slate.com/culture/2017/04/what-the-end-of-disneys-mmo-club-penguin-was-like-inside-the-game.html |url-status=live |access-date=15 Mar 2025 |website=[[Slate]] |archive-url=http://web.archive.org/web/20251219191942/https://slate.com/culture/2017/04/what-the-end-of-disneys-mmo-club-penguin-was-like-inside-the-game.html |archive-date=19 Dec 2025}}</ref>
 In the modern day, Advergaming has largely preferred existing metaverses, such as Roblox<ref>{{Cite web |last=Bains |first=Callum |date=13 Jul 2024 |title=‘Advergames’: how games platform Roblox became a corporate marketing playground |url=https://www.theguardian.com/games/article/2024/jul/13/advergames-how-games-platform-roblox-became-a-corporate-marketing-playground |url-status=live |access-date=15 Mar 2025 |website=[[The Guardian]] |archive-url=https://web.archive.org/web/20260215212500/https://www.theguardian.com/games/article/2024/jul/13/advergames-how-games-platform-roblox-became-a-corporate-marketing-playground |archive-date=15 Feb 2026}}</ref><ref>{{Cite web |last=Lee |first=Chantelle |date=4 Jun 2024 |title=Ikea is Hiring 10 Roblox Players to Work at In-Game Store |url=https://time.com/6985642/ikea-hiring-workers-roblox-game/ |url-status=live |access-date=15 Mar 2025 |website=[[Time]] |archive-url=http://web.archive.org/web/20250723195409/https://time.com/6985642/ikea-hiring-workers-roblox-game/ |archive-date=23 Jul 2025}}</ref> or the literal Metaverse.<ref>{{Cite web |last=Laughlin |first=Charles |date=14 Jun 2022 |title=Is Dining in the Metaverse Real? Brands Seem to Think So |url=https://www.localogy.com/2022/06/is-dining-in-the-metaverse-real-brands-seem-to-think-so/ |url-status=live |access-date=15 Mar 2025 |website=[[Localogy]] |archive-url=http://web.archive.org/web/20250708174722/https://www.localogy.com/2022/06/is-dining-in-the-metaverse-real-brands-seem-to-think-so/ |archive-date=8 Jul 2025}}</ref> These too, have brought controversy<ref>{{Cite web |last=Diaz |first=Ana |date=22 Apr 2022 |title=Roblox is ‘exploiting’ users with deceptive advertising, watchdog group says |url=https://www.polygon.com/23035640/roblox-ads-deceptive-ftc-complaint |url-status=live |access-date=15 Mar 2025 |website=[[Polygon]] |archive-url=http://web.archive.org/web/20260210010651/https://www.polygon.com/23035640/roblox-ads-deceptive-ftc-complaint/ |archive-date=10 Feb 2026}}</ref> and can be seen as anti-consumer.
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 Users are more influenced by social media personalities who share their values and lifestyles. Consequently, authenticity, trustworthiness, and relevance are the key drivers of consumer behavior. Thus, when influencers share real-life experiences of using a product or service, their recommendations are more likely to resonate with followers and result in higher levels of engagement and purchase intent.<ref name=":5">{{Cite web |last=Chopra |first=Anjali |date=Jun 2020 |title=Influencer Marketing: An Exploratory Study to Identify Antecedents of Consumer Behavior of Millennial |url=https://www.researchgate.net/publication/342181914_Influencer_Marketing_An_Exploratory_Study_to_Identify_Antecedents_of_Consumer_Behavior_of_Millennial |url-status=live |access-date=15 Mar 2025 |website=[[ResearchGate]] |archive-url=http://web.archive.org/web/20230506202540/https://www.researchgate.net/publication/342181914_Influencer_Marketing_An_Exploratory_Study_to_Identify_Antecedents_of_Consumer_Behavior_of_Millennial |archive-date=6 May 2023}}</ref>
-Congruence—the match between the persona of the influencer, the product they are promoting, and the interests of the audience—is crucial. When the fit among these elements is strong it makes the campaign appear more genuine, and therefore more credible. Strong congruence will improve the credibility of an influencer, and create a stronger emotional relationship with the audience.<ref name=":6">{{Cite web |last=Belanche |first=Daniel |last2=Ibáñez Sánchez |first2=Sergio |last3=Casaló Ariño |first3=Luis Vicente |last4=Flavián |first4=Marta |date=Apr 2021 |title=Understanding influencer marketing: The role of congruence between influencers, products and consumers |url=https://www.researchgate.net/publication/352120476_Understanding_influencer_marketing_The_role_of_congruence_between_influencers_products_and_consumers |url-status=live |access-date=15 Mar 2025 |website=[[ResearchGate]]}}</ref>
+Congruence—the match between the persona of the influencer, the product they are promoting, and the interests of the audience—is crucial. When the fit among these elements is strong it makes the campaign appear more genuine, and therefore more credible. Strong congruence will improve the credibility of an influencer, and create a stronger emotional relationship with the audience.<ref name=":6">{{Cite web |last=Belanche |first=Daniel |last2=Ibáñez Sánchez |first2=Sergio |last3=Casaló Ariño |first3=Luis Vicente |last4=Flavián |first4=Marta |date=Apr 2021 |title=Understanding influencer marketing: The role of congruence between influencers, products and consumers |url=https://www.researchgate.net/publication/352120476_Understanding_influencer_marketing_The_role_of_congruence_between_influencers_products_and_consumers |url-status=live |archive-url=https://web.archive.org/web/20260225102404/https://www.researchgate.net/publication/352120476_Understanding_influencer_marketing_The_role_of_congruence_between_influencers_products_and_consumers |archive-date=25 February 2026 |access-date=15 Mar 2025 |website=[[ResearchGate]]}}</ref>
 Over-commercialization—when influencers promote too many products or aren't transparent—can erode their audience's trust. Clear disclosures, such as #ad or #sponsored, help to maintain transparency and adherence with advertising regulations. Unfortunately, such disclosures are often hidden among numerous hashtags or omitted altogether.<ref name=":5" /><ref name=":6" />
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 ===Web===
   See also: [[Advertising overload in websites|Advertising Overload in Websites]]
-Ever since the introduction of cookies in the early 1990s, websites have been trying to make progressively more money off of advertisers. This pattern used to be easily thwarted, as in the early days of the web, consumers could simply choose not to visit these websites to avoid being so pervasively served advertisements. Unfortunately, in modern times, consumers lack this capability, as mass advertising has now become a systemic problem. Popular news sources, such as The New York Times, The Wall Street Journal, and others, are filled to the brim with advertisements. As mentioned by publications such as The Huffington Post,<ref>{{Cite web |last=Elliot |first=Christopher |date=8 Feb 2017 |title=Yes, There Are Too Many Ads Online. Yes, You Can Stop Them. Here's How. |url=https://www.huffpost.com/entry/yes-there-are-too-many-ads-online-yes-you-can-stop_b_589b888de4b02bbb1816c297 |url-status=live |access-date=15 Mar 2025 |website=[[HuffPost]] |archive-url=http://web.archive.org/web/20251127141328/https://www.huffpost.com/entry/yes-there-are-too-many-ads-online-yes-you-can-stop_b_589b888de4b02bbb1816c297 |archive-date=27 Nov 2025}}</ref> The Conversation,<ref>{{Cite web |last=D'Alessandro |first=Steve |date=18 Sep 2024 |title=Why is the internet overflowing with rubbish ads – and what can we do about it? |url=https://theconversation.com/why-is-the-internet-overflowing-with-rubbish-ads-and-what-can-we-do-about-it-237980 |url-status=live |access-date=15 Mar 2025 |website=[[The Conversation]] |archive-url=http://web.archive.org/web/20260126234756/https://theconversation.com/why-is-the-internet-overflowing-with-rubbish-ads-and-what-can-we-do-about-it-237980 |archive-date=26 Jan 2026}}</ref> and B2,<ref>https://www.b2.ai/ad-overload-are-publishers-showing-too-many-ads/ ([http://web.archive.org/web/20250815092938/https://www.b2.ai/ad-overload-are-publishers-showing-too-many-ads/ Archived]) ([http://web.archive.org/web/20250815092938/https://www.b2.ai/ad-overload-are-publishers-showing-too-many-ads/ Archived])</ref> the web itself has too many ads.
+Ever since the introduction of cookies in the early 1990s, websites have been trying to make progressively more money off of advertisers. This pattern used to be easily thwarted, as in the early days of the web, consumers could simply choose not to visit these websites to avoid being so pervasively served advertisements. Unfortunately, in modern times, consumers lack this capability, as mass advertising has now become a systemic problem. Popular news sources, such as The New York Times, The Wall Street Journal, and others, are filled to the brim with advertisements. As mentioned by publications such as The Huffington Post,<ref>{{Cite web |last=Elliot |first=Christopher |date=8 Feb 2017 |title=Yes, There Are Too Many Ads Online. Yes, You Can Stop Them. Here's How. |url=https://www.huffpost.com/entry/yes-there-are-too-many-ads-online-yes-you-can-stop_b_589b888de4b02bbb1816c297 |url-status=live |access-date=15 Mar 2025 |website=[[HuffPost]] |archive-url=http://web.archive.org/web/20251127141328/https://www.huffpost.com/entry/yes-there-are-too-many-ads-online-yes-you-can-stop_b_589b888de4b02bbb1816c297 |archive-date=27 Nov 2025}}</ref> The Conversation,<ref>{{Cite web |last=D'Alessandro |first=Steve |date=18 Sep 2024 |title=Why is the internet overflowing with rubbish ads – and what can we do about it? |url=https://theconversation.com/why-is-the-internet-overflowing-with-rubbish-ads-and-what-can-we-do-about-it-237980 |url-status=live |access-date=15 Mar 2025 |website=[[The Conversation]] |archive-url=http://web.archive.org/web/20260126234756/https://theconversation.com/why-is-the-internet-overflowing-with-rubbish-ads-and-what-can-we-do-about-it-237980 |archive-date=26 Jan 2026}}</ref> and B2,<ref>Crossland, Archie, (2024-06-20) [https://www.b2.ai/ad-overload-are-publishers-showing-too-many-ads/ Ad Overload: Are Publishers Showing Too Many Ads?] ([http://web.archive.org/web/20250815092938/https://www.b2.ai/ad-overload-are-publishers-showing-too-many-ads/ Archived]) ([http://web.archive.org/web/20250815092938/https://www.b2.ai/ad-overload-are-publishers-showing-too-many-ads/ Archived])</ref> the web itself has too many ads.
 ====Banner Ads====