Evaluation of Adolescents' Ethical Perceptions on Native Advertising in Turkey

Abstract

Various types of advertisements are emerging with the widespread use of digital media in which rapid developments are witnessed. Therefore, required regulations that need to be made cannot keep up with the speed of the sector. Native advertisements prepared in accordance with the natural content and design of the medium in which they are published constitute an example of the mentioned situation. Since the regulations regarding native advertising have not reached a sufficient level yet, ethical discussions about this type of advertising draw attention. Ethical perceptions in adulthood are formed in adolescence. The aim of this exploratory study is to analyze adolescents' ethical perceptions on native advertising in Turkey (n = 200) according to gender. Survey method is applied by utilising Reidenbach and Robin's Multidimensional Ethics Scale with a fictional native advertising. Research results reveal that adolescents do not accept non-labeled native advertising as an ethical problem. Moreover, girls are found to be more sensitive than boys in the moral equity dimension of ethical perception.