Maximising eyeballs but facilitating cybercrime?: Ethical challenges for online advertising in New Zealand

Paul A. Watters; Maya F. Watters; Jacqueline Ziegler

doi:10.1109/HICSS.2015.210

Maximising eyeballs but facilitating cybercrime? Ethical challenges for online advertising in New Zealand

Paul A. Watters, Maya F. Watters, Jacqueline Ziegler

Research output: Chapter in Book/Report/Conference proceeding › Conference proceeding contribution › peer-review

4 Citations (Scopus)

Abstract

Rogue websites support their operations through advertising, where advertising networks facilitate the placement of advertising banners paid for by advertisers who seek the most 'relevant' eyeballs. While mainstream advertisers risk harm to their brands by being associated with illicit activities on the internet, they also risk harms to users through the co-location of ads for high-risk activities, such as gambling, pornography, and scams. In this paper, we present a quantitative analysis of high risk and mainstream advertising being served to New Zealand consumers. We explore the ethical challenges facing advertisers and advertising networks in potentially facilitating cybercrime and harms to users, in the context of theories of marketing ethics. These theories can be used to explore policy and individual responses to guide ethical conduct in marketing.

Original language	English
Title of host publication	Proceedings of the 48th Annual Hawaii International Conference on System Sciences, HICSS 2015
Editors	Tung X. Bui, Ralph H. Sprague
Place of Publication	Piscataway, USA
Publisher	Institute of Electrical and Electronics Engineers (IEEE)
Pages	1742-1749
Number of pages	8
ISBN (Electronic)	9781479973675
DOIs	https://doi.org/10.1109/HICSS.2015.210
Publication status	Published - 2015
Externally published	Yes
Event	48th Annual Hawaii International Conference on System Sciences, HICSS 2015 - Kauai, United States Duration: 5 Jan 2015 → 8 Jan 2015

Other

Other	48th Annual Hawaii International Conference on System Sciences, HICSS 2015
Country/Territory	United States
City	Kauai
Period	5/01/15 → 8/01/15

Keywords

Advertising
High risk
Malware
Marketing
Sex industry

Access to Document

10.1109/HICSS.2015.210

Cite this

Watters, P. A., Watters, M. F., & Ziegler, J. (2015). Maximising eyeballs but facilitating cybercrime? Ethical challenges for online advertising in New Zealand. In T. X. Bui, & R. H. Sprague (Eds.), Proceedings of the 48th Annual Hawaii International Conference on System Sciences, HICSS 2015 (pp. 1742-1749). Article 7070020 Institute of Electrical and Electronics Engineers (IEEE). https://doi.org/10.1109/HICSS.2015.210

Watters, Paul A. ; Watters, Maya F. ; Ziegler, Jacqueline. / Maximising eyeballs but facilitating cybercrime? Ethical challenges for online advertising in New Zealand. Proceedings of the 48th Annual Hawaii International Conference on System Sciences, HICSS 2015. editor / Tung X. Bui ; Ralph H. Sprague. Piscataway, USA : Institute of Electrical and Electronics Engineers (IEEE), 2015. pp. 1742-1749

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title = "Maximising eyeballs but facilitating cybercrime?: Ethical challenges for online advertising in New Zealand",

abstract = "Rogue websites support their operations through advertising, where advertising networks facilitate the placement of advertising banners paid for by advertisers who seek the most 'relevant' eyeballs. While mainstream advertisers risk harm to their brands by being associated with illicit activities on the internet, they also risk harms to users through the co-location of ads for high-risk activities, such as gambling, pornography, and scams. In this paper, we present a quantitative analysis of high risk and mainstream advertising being served to New Zealand consumers. We explore the ethical challenges facing advertisers and advertising networks in potentially facilitating cybercrime and harms to users, in the context of theories of marketing ethics. These theories can be used to explore policy and individual responses to guide ethical conduct in marketing.",

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Watters, PA, Watters, MF & Ziegler, J 2015, Maximising eyeballs but facilitating cybercrime? Ethical challenges for online advertising in New Zealand. in TX Bui & RH Sprague (eds), Proceedings of the 48th Annual Hawaii International Conference on System Sciences, HICSS 2015., 7070020, Institute of Electrical and Electronics Engineers (IEEE), Piscataway, USA, pp. 1742-1749, 48th Annual Hawaii International Conference on System Sciences, HICSS 2015, Kauai, Hawaii, United States, 5/01/15. https://doi.org/10.1109/HICSS.2015.210

Maximising eyeballs but facilitating cybercrime? Ethical challenges for online advertising in New Zealand. / Watters, Paul A.; Watters, Maya F.; Ziegler, Jacqueline.
Proceedings of the 48th Annual Hawaii International Conference on System Sciences, HICSS 2015. ed. / Tung X. Bui; Ralph H. Sprague. Piscataway, USA: Institute of Electrical and Electronics Engineers (IEEE), 2015. p. 1742-1749 7070020.

Research output: Chapter in Book/Report/Conference proceeding › Conference proceeding contribution › peer-review

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AB - Rogue websites support their operations through advertising, where advertising networks facilitate the placement of advertising banners paid for by advertisers who seek the most 'relevant' eyeballs. While mainstream advertisers risk harm to their brands by being associated with illicit activities on the internet, they also risk harms to users through the co-location of ads for high-risk activities, such as gambling, pornography, and scams. In this paper, we present a quantitative analysis of high risk and mainstream advertising being served to New Zealand consumers. We explore the ethical challenges facing advertisers and advertising networks in potentially facilitating cybercrime and harms to users, in the context of theories of marketing ethics. These theories can be used to explore policy and individual responses to guide ethical conduct in marketing.

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Watters PA, Watters MF, Ziegler J. Maximising eyeballs but facilitating cybercrime? Ethical challenges for online advertising in New Zealand. In Bui TX, Sprague RH, editors, Proceedings of the 48th Annual Hawaii International Conference on System Sciences, HICSS 2015. Piscataway, USA: Institute of Electrical and Electronics Engineers (IEEE). 2015. p. 1742-1749. 7070020 doi: 10.1109/HICSS.2015.210