Film 240 - The story of the (Un)Protected Consumer. Are there enough rules are regulations in place in this online world?

1. JESSICA DOLINSKI FILM 240
THE (UN)
PROTECTED
CONSUMER
THE STORY OF

2. THE (UN)PROTECTED CONSUMER|
INTRODUCTION
WHAT'S HAPPENING?
Are current regulations adequate enough to protect the
consumer from a daily barrage of advertisements?

3. C O M P A N Y . C O M
"CANADIANS DIGITAL
LIFESTYLES ARE
CHANGING [THEIR]
ATTENTION SPANS"
(KRASHINSKY, 2015).
AND ADVERTISERS
ARE AWARE.
SOURCE: FLICKR

4. "Americans are
exposed to 4,000
to 10,000
advertisements
each day... "
SOURCE: CANVA

5. THE (UN)PROTECTED CONSUMER|
IS IT REALLY POSSIBLE TO
SEE THAT MANY ADS?
TAKE A PAUSE.
...but "less than 100 of them make
it past our attention wall each day."
-Ron Marshall, Red Crow
Marketing
SOURCE: WIKIMEDIA COMMONS

6. THE (UN)PROTECTED CONSUMER|
THE
COMPETITION
BRANDS ARE VYING FOR A
SECOND OF THE CONSUMERS'
TIME.
"Today the consumer is in
charge and whoever is best at
putting the consumer in
charge makes all the money."
- Stephen F. Quinn
SOURCE: PIXABAY

7. C O M P A N Y . C O M
"TECHNOLOGY IS BECOMING
FRIENDLIER TO USE AND THE
MEDIA BOUNDARIES ARE
BECOMING LESS CLEAR..."
(EMERALD INSIGHT, 2008).
THE PRODUCTION OF
CONTENT IS INCREASING
SOURCE: FLICKR

8. ACCEPTING THE
ROLE OF
ADVERTISING
Vast majority of
Canadians agree that
advertising is necessary
to help pay for the
content they enjoy.
64 % of consumers
share content
online (Marketing
Charts, 2015).
Endorsements listed
under an ad; know if
your friend liked a
Facebook page or
group (Constine,
2010).
SHARE! SHARE!
SHARE!
SOCIAL CONTEXT
ADS
...BUT MAYBE YOU'RE MORE
INVOLVED THAN YOU THINK.

9. ARE WE INFLUENCED BY WHAT OUR PEERS ARE SHARING OR LIKING?
THE (UN)PROTECTED CONSUMER |
YES.
ACCORDING TO NIELSEN, "RECOMMENDATIONS
IMPROVE AD RECALL BY 10% AWARENESS...AND
PURCHASE INTENT BY 2% OVER THE SAME AD
WITHOUT SOCIAL CONTEXT" (CONSTINE, 2010).

10. THE (UN)PROTECTED CONSUMER |
WHEN REGULATIONS ARE NOT PUT IN PLACE...ACTION MUST BE TAKEN.
SHARING
FRICTONLESS
THE ORIGINAL
DESIGN
Developers took the
opportunity to auto-publish
on behalf of the user.
WHAT OPTIONS
DID THE
CONSUMER HAVE?
Social media platform,
Facebook, redesigned Open
Graph apps to have a
permission dialogue box
(Darwell, 2013).
SOURCE: PUBLIC DOMAIN PICTURES

11. "Most Canadians think it
is important for there to
be rules and regulations
that advertisers must
follow...
RULES AND REGULATIONS
SOURCE: CANVA

12. THE (UN)PROTECTED CONSUMER |
...AND MOST
CANADIANS BELIEVE
THESE RULES AND
REGULATIONS ARE IN
PLACE."
(CONSUMER PERSPECTIVES ON ADVERTISING, 2013)
SOURCE: PEXELS

13. THE (UN)PROTECTED CONSUMER |
EMPOWER THE
CONSUMER
GIVE CONSUMERS A CHANCE TO OPT-OUT.
THE REALITY.
"Marketers know about OPT-OUTS, but it's not high on their list of things
that they measure and monitor" (BC News, 2017).
SOURCE: PEXELS

14. Provide consumers with a choice to engage in the content (Digital Marketing
Reference, 2017).
BUILD AN ONGOING RELATIONSHIP
WITH THE CONSUMER.
PERMISSION MARKETING
SOURCE: PEXELS

15. 92 % of consumers said they
would stop purchasing a product
or service if the company offering
it ran advertising that could be
considered unacceptable because
it was not truthful, was not
accurate and was offensive
(Consumer Perspective, 2013).
SOURCE: WIKIMEDIA

16. THE (UN)PROTECTED CONSUMER |
CONTENT
OVERLOAD
CONSUMERS ARE IN A TIME OF
SOURCE: WIXIPEDIA
SOURCE: FLICKR

17. IF GIVEN THE
CHOICE, WOULD
YOU OPT-OUT?

18. THE (UN)PROTECTED CONSUMER |
"60%
OF USERS OPT-OUT OF PUSH
NOTIFICATIONS."
- Andrew Chen, Uber Growth Team

19. (THE (UN)PROTECTED CONSUMER |
WHAT IF OPTING OUT
IS NOT AN OPTION?
BUT...

20. THE
INDUSTRY
IS NOT
DOING
ENOUGH.
"Self regulatory group, Advertising Standards
Canada, found that three-quarters of more
than 200 websites did not include opt-outs
for all companies that appeared to be using
visitor data" (The Globe and Mail, 2015).
SOURCE: SCOTT PUBLIC RELATIONS

21. THE (UN)PROTECTED CONSUMER |
YOURADCHOICE.CA
CHANGE IS STARTING TO
HAPPEN.
The concept is new to
consumers and
companies.
Now opt-out of targeted
advertising across the
board, not just a targeted
website (The Globe and
Mail, 2015).

22. THE (UN)PROTECTED CONSUMER |
THEY WILL CONTINUE TO BE
TESTED BY THE CANADIAN CODE
OF ADVERTISING STANDARDS
RULES AND REGULATIONS HAVE TO BE PUT IN
PLACE

23. AT THE END OF THE DAY ALL CONSUMERS REALLY WANT IS THE..
THE (UN)PROTECTED CONSUMER |
TRUTH.
41% OF CANADIANS ARE
CONCERNED THAT THE AD IS
MISLEADING, PROVIDES A FALSE
CLAIM, OVER EXAGGERATES OR IS
MANIPULATIVE (CONSUMER
PERSPECTIVES, 2013).

24. SOURCES
THE PROTECTED CONSUMER |
BC News. (2017). The Opt Out Effect. Retrieved from https://www.bc.edu/bc-web/bcnews/nation-world-society/business-and-management/gerald-smith-
research-digital-mobile-tech.html
Constine, J (2010, September 9). Adweek. Facebook Adds Social Context Metrics to Its Performance Advertising Analytics. Retrieved from
http://www.adweek.com/digital/social-context-metrics/
Darwell, B. (2013, January 22). Adweek. Facebook’s frictionless sharing mistake. Retrieved from http://www.adweek.com/digital/facebooks-frictionless-
sharing-mistake/
EmeraldInsight (2008). Inside the Changing Newsroom: Journalists’ Responses to media Convergence. Retrieved from
http://www.emeraldinsight.com.proxy.queensu.ca/doi/pdfplus/10.1108/00012530810879097
Krashinsky, S.(2015, December 15). The Globe and Mail. Industry not doing enough to help consumers opt out of targeted online ads: report. Retrieved from
http://www.theglobeandmail.com/report-on-business/industry-news/marketing/industry-not-doing-enough-to-help-consumers-opt-out-of-targeted-online-ads-
report/article27772550/
Macmanus, R. (2011, September 28). ReadWrite. The Pros & Cons of Frictionless Sharing. Retrieved from
http://readwrite.com/2011/09/28/frictionless_sharing_pros_cons/
Marshall, R. (2015, September 10). Red Crow Marketing. How Many Ads Do You See in One Day? Retrieved from
http://www.redcrowmarketing.com/2015/09/10/many-ads-see-one-day/
Marketing Charts Staff (2015, December 29). Why do Consumers Share Content Online. Retrieved from http://www.marketingcharts.com/online/why-do-
consumers-share-content-online-63914/
Matrix, S. (2017). Module 02. Promotional Media. Retrieved from http://go.galegroup.com.proxy.queensu.ca/ps/i.do?
p=CPI&sw=w&u=queensulaw&v=2.1&id=GALE%7CA357218028&it=r&asid=5ca8b18d1e7c7674fa4d7d6ba9738cd9
The Digital Marketing Reference (2107). Permission Marketing. Retrieved from http://www.marketingterms.com/dictionary/permission_marketing/
The Gandalf Group (2013). 2013 Consumer perspectives on Advertising. Retrieved from
https://www.adstandards.com/en/ASCLibrary/2013ConsumersPerspectives.pdf
York University (2008). Putting Consumers To Work. Retrieved from http://www.yorku.ca/dzwick/JCC_Governmentality.pdf

25. SOURCES| IMAGES
THE PROTECTED CONSUMER |
http://bit.ly/2lsGoYNhttps://www.google.ca/search?
q=advertisements&espv=2&biw=1238&bih=714&source=lnms&tbm=isch&sa=X&ved=0ahUKEwjclaro377SAhVk2IMKHQV8AYEQ_AUIBigB&dpr=1#tbs=sur:fc&tbm=isch&q=subway+victoria+secret+
advertising&*&imgrc=QaMWiuWKJHuX2M:
https://www.google.ca/search?q=your+ad+choice&espv=2&biw=1238&bih=670&source=lnms&tbm=isch&sa=X&ved=0ahUKEwiV4f-
_1b7SAhUn7YMKHUT7DdEQ_AUIBigB#tbs=sur:fc&tbm=isch&q=webpage&*&imgrc=dZC8H5wKF09DyM:
https://www.google.ca/search?
q=empower+the+consumer&espv=2&biw=1238&bih=670&source=lnms&tbm=isch&sa=X&ved=0ahUKEwivtJiLx77SAhUB6YMKHclRAVUQ_AUIBigB#tbs=sur:fc&tbm=isch&q=youtube&*&imgdii=7e
gWAdw8_nrYrM:&imgrc=c0X4bsQv2ZqXnM:
https://www.google.ca/search?
q=empower+the+consumer&espv=2&biw=1238&bih=670&source=lnms&tbm=isch&sa=X&ved=0ahUKEwivtJiLx77SAhUB6YMKHclRAVUQ_AUIBigB#tbs=sur:fc&tbm=isch&q=coffee+shop+working
&*&imgdii=QTlmo0TLyluoCM:&imgrc=8w8-OunVITUE1M:
https://www.google.ca/search?
q=empower+the+consumer&espv=2&biw=1238&bih=670&source=lnms&tbm=isch&sa=X&ved=0ahUKEwivtJiLx77SAhUB6YMKHclRAVUQ_AUIBigB#tbs=sur:fc&tbm=isch&q=mobile&*&imgrc=xLM
H_sR2JBUiLM:
https://www.google.ca/search?
q=sharing+content&espv=2&biw=1238&bih=670&source=lnms&tbm=isch&sa=X&ved=0ahUKEwjEkbbdwr7SAhWI6oMKHRbyCmgQ_AUIBigB#q=sharing+content&tbm=isch&tbs=sur:fc&*&imgrc=S
3PJl4d-iEmM0M:
https://www.google.ca/search?
q=empower+th+consumer&espv=2&biw=1238&bih=670&source=lnms&tbm=isch&sa=X&ved=0ahUKEwivtJiLx77SAhUB6YMKHclRAVUQ_AUIBigB#tbs=sur:fc&tbm=isch&q=people&*&imgrc=rQrHn
biofUiudM:
http://bit.ly/2m8i7Vi
https://commons.wikimedia.org/wiki/File:Times_Square_New_York.jpg