The Experience of Regulating “In-Feed Ads” in the United States
Ruixue Zhang
School of Communication, East China University of Political Science and Law
DOI: https://doi.org/10.59429/pmcs.v6i3.7260
Keywords: In-Feed Ads; Advertising governance; Inspiration from experience
Abstract
In-Feed Ads is a kind of personalized advertising that emerges from American social platforms. It is characterized by algorithm recommendation and native experience. Compared with the previous forms of advertising, the regulation of In-Feed Ads faces four major difficulties, including the increasing difficulty of content supervision, the increasing difficulty of advertising identification, the algorithm dilemma of personalized advertising recommendation and the risk of privacy infringement by the use of artificial intelligence technology. As the birthplace and important market of In-Feed Ads, the United States has rich experience in the targeted governance of In-Feed Ads. After combing, the governance experience of the three aspects of heteronomy, self-discipline and technical regulation of In-Feed Ads in the United States has profound implications for the regulation of In-Feed Ads in other countries.
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