A growing global concern

Digital deception is on the rise worldwide. In the Netherlands alone, the Advertising Code Foundation received nearly 5,000 complaints about advertising in 2023 – a 30% increase compared to five years earlier. Over half of the complaints involved digital channels like social media, email and online games. Similarly, consumers in the United States lost more than $2.7 billion to social media scams between 2021 and 2023, according to the U.S. Federal Trade Commission.

‘Deceptive ads don’t just trick consumers, they undermine trust in the entire digital ecosystem,’ says Antsipava. ‘With AI making fake content increasingly realistic, it’s no longer enough to rely on traditional regulations and self-policing. We need technological accountability.’

Blockchain as a transparency tool

Blockchain – best known for its role in cryptocurrencies – is, at its core, a secure digital ledger that records transactions across a distributed network. Antsipava argues that this same technology could revolutionise online advertising by creating a tamper-proof record of every ad: who created it, where and when it was published, and any subsequent modifications.

‘In a blockchain-based advertising network, advertisers would have to verify their digital identities,’ she says. ‘Each ad could be permanently linked to its source, allowing regulators and consumers to trace authenticity and hold bad actors accountable.’

Such a system could drastically reduce ad fraud, prevent fake endorsements and even help consumers make better-informed purchasing decisions by verifying the legitimacy of brands and their claims.

A multi-stakeholder approach

Antsipava’s research takes a multi-stakeholder perspective – incorporating insights from consumers, advertisers, regulators, blockchain experts and the news media. Across five studies, she examined how different groups perceive deceptive advertising and how they might respond to blockchain-based solutions.

Her findings reveal that while consumers increasingly recognise online deception as a serious threat, they sometimes lack confidence in their ability to protect themselves. Media coverage can play a role in shaping these perceptions: the press often frames deceptive advertising as a complex technological or regulatory problem, but it also places the burden of responsibility on consumers to protect themselves.

Conversely, industry professionals acknowledge that deceptive ads damage brand reputation and consumer trust but remain cautious about adopting new technologies. Interviews with experts showed that blockchain’s success in advertising would depend on collaboration across the ecosystem, including advertisers, publishers, regulators and technology providers.

From fake ads to authentic trust

‘Authenticity is becoming a form of currency,’ says Antsipava. ‘If we can signal to consumers that an ad is genuine and verifiable, we can begin to rebuild confidence in online marketing.’

However, one of the Antispava’s experimental studies tested how blockchain-based authenticity disclosures – small indicators showing that an ad has been verified – might affect consumer trust. Her results showed that ads with disclosures that did not mention blockchain actually led to increased consumer perception of credibility and likeability.

‘Consumers currently seem not to trust blockchain,’ says Antsipava. ‘This is probably due to a lack of understanding and its strong association with crypto. But perhaps this will begin to change as it becomes more widely used in other areas.’

Towards a more transparent digital future

Antsipava’s work contributes to a growing movement that sees blockchain not just as a financial tool but as a foundation for ethical digital communication. Her research aligns with recent EU policies such as the Digital Services Act and Digital Product Passport initiative, which promote transparency and accountability in online transactions.

‘Ultimately, breaking the chain of deception requires both technological innovation and collective responsibility,’ says Antsipava. ‘Blockchain offers a promising path – but its real power lies in how people, industries and governments choose to use it.’