Item
Online political advertising literacy: a scoping review
- Type
- Journal Article
- Author
- Carmen Dymanus , Annelien Van Remoortere , Susan Vermeer, Sophie C. Boerman , Rens Vliegenthart & Sanne Kruikemeie
- Year
- 2026
- Publisher
- Taylor & Francis
- Abstract
- This study reviews the literature on online political advertising literacy, sorting concepts and evidence. Through reflexive thematic analysis of 39 articles, we identify key concepts, interventions, and reported effects of online political advertising literacy. Based on this analysis, we propose a definition that includes conceptual understanding, evaluation, ethical considerations, and skills as components necessary for interpreting political ads and messages across online contexts. We find only few prior studies have empirically tested interventions in the context of targeting, mainly through two dominant approaches: educational interventions and targeting disclosures, most focusing on the latter. Lastly, we propose four starting points for future research: broadening the scope of interventions, tailoring them to specific audiences, exploring effective formats and long-term impacts, and conducting more qualitative research on how individuals process (targeted) political ads. This review underscores the need for further research to enhance interventions and empower citizens in an increasingly online political world.
- Language
- English
- Keywords
- Advertising Literacy, Media Education
- Tags
- Critical thinking, Political communication, Ethical communication
- PGDMIL Course
- C02 – Media, Technology and Content
- PGDMIL Block
- C02-B4: Influencer Culture and Persuasive Media
- Has Part
- C02-U13: Political Advertising and Elections
- Corpus Status
- Pending Review
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