In an era dominated by social media, the prevalence of advertisements within our daily scrolls is both undeniable and, perhaps surprisingly, under-recognized. A recent experimental study conducted by researchers at the University of Twente sheds critical light on the nuanced ways people perceive advertisements on popular platforms modeled after Instagram. Despite the seemingly obvious nature of sponsored content, the reality is far more complex: many ads elude conscious detection, covertly weaving their way into users’ feeds under the guise of authentic posts.
The study, headed by Dr. Maike Hübner, delved into the cognitive processing of social media users as they interacted with mixed feeds composed of both organic posts and paid advertisements. Utilizing sophisticated eye-tracking methodologies, the researchers measured participants’ gaze patterns and fixation durations—two objective indicators of attention and cognitive processing. Participants were asked to engage with fabricated social media feeds designed to simulate real Instagram experiences, containing a balanced mix of ads and non-sponsored content. This experimental setup allowed the team to capture detailed visual engagement data while preserving a high degree of ecological validity.
One of the key findings from the analysis revealed that the human brain, while adept at recognizing familiar design elements such as logos, verification badges, and polished graphics, often bypasses formal disclosure labels indicating paid partnerships or sponsored content. These disclosures, though mandated by regulation in many jurisdictions, frequently fail to capture attention because their placement is inconsistent and sometimes obscured within hashtags or “read more” sections. Such design choices appear to intentionally or inadvertently reduce the likelihood that users identify an ad as advertising.
The nature of users’ scrolling behavior is another fundamental consideration in interpreting how ads escape notice. The research corroborates the notion of “autopilot” scrolling—where users traverse their social feeds with minimal conscious scrutiny, essentially “glazing over” much of the visual data presented to them. During such rapid, routine interactions, advertisements designed to resemble organic content blend seamlessly, slipping beneath the radar of critical evaluation and conscious ad recognition. This suggests that advertisement effectiveness is not merely a matter of visual appeal but intricately tied to the behavioral and cognitive states induced by platform design.
Furthermore, the study uncovered that the psychological reaction to recognized advertisements frequently leads to disengagement. Upon realizing a post is sponsored, users demonstrated a marked reduction in dwell time—an implicit signal of decreased attention or interest. This phenomenon implies that overt ad recognition triggers skepticism or aversion, decreasing the likelihood of user interaction with the promotional content. However, advertisements crafted with less polished visuals and tone mimicking user-generated posts often bypass this critical filter, maintaining engagement levels comparable to organic content.
The implications of this dynamic underscore a troubling dilemma: as advertisements become increasingly native in form and function, the clear boundary between commercial persuasion and genuine social information blurs. Some participants reported surprise and even a sense of betrayal upon being informed of the number of ads they failed to notice, while others expressed indifference or acceptance. It is this latter group that poses an ethical challenge; their diminished sensitivity to advertising disclosure risks eroding autonomous, informed decision-making in consumer behavior.
Technically speaking, the eye-tracking data offered granular insights into how users allocate visual attention across different features within a social media post. Fixations—the moments when a gaze stabilizes—combined with dwell time measurements provided a quantitative foundation for assessing which ad components hold perceptual priority. Notably, calls to action such as “shop now” buttons attracted more gaze than formal disclosures, indicating that interactive elements may act as the primary cues for ad recognition, superseding regulatory labels in practical influence.
The study’s methodological rigor is enhanced by its controlled lab environment, which, although necessarily artificial, allowed for precise measurement and control of variables that would be impossible in real-world settings. However, the researchers acknowledge that this setting also imposes limitations. Real-life feeds are personalized, algorithmically curated, and often more cluttered, meaning ads might be both more familiar and harder to discern in an authentic user environment. Moreover, cultural differences, age variations, and platform-specific interaction patterns could yield different patterns of ad engagement and recognition.
This body of work challenges social media platforms, policymakers, and advertising regulators to rethink transparency standards and ad labeling strategies. Current approaches, which rely heavily on visual disclosure labels, may be insufficient if they fail to capture the naturalistic attention patterns of users engaged in habitual scrolling behaviors. Instead, a multidimensional strategy that considers design psychology, user cognition, and behavioral context should inform future regulatory frameworks.
Moreover, the findings emphasize the need for platform design paradigms that do not exploit “autopilot” scrolling to mask commercial content. Enhancing ad visibility without increasing user annoyance requires innovative interface solutions that respect user autonomy while maintaining platform viability. These could include more prominent, consistent placement of disclosures or interactive experiences that encourage reflective engagement rather than passive consumption.
It is also significant to note that the study involved participants who were regular Instagram users, suggesting findings are relevant for a demographic familiar and engaged with this particular social media ecosystem. Yet, extension to other platforms with different user interfaces or content formats—such as TikTok’s short videos or Twitter’s primarily text-based posts—remains to be explored. The complexity of native advertising, which evolves dynamically with platform trends, suggests ongoing research will be essential in tracking how user perceptions adapt over time.
In conclusion, the University of Twente’s research underscores the sophisticated interplay between platform design, user behavior, and advertising strategies in the modern social media landscape. As native advertising continues to mature in form and subtlety, the challenges of ensuring user awareness and informed interaction grow more pressing. Recognizing these ads requires more than just clear labels; it demands an integrated approach grounded in the science of attention, perception, and cognition. Only through such informed approaches can the delineation between advertising and information be preserved in our increasingly interconnected digital world.
Subject of Research: People
Article Title: Blending In or Standing Out? The Disclosure Dilemma of Ad Cues of Social Media Native Advertising
News Publication Date: 13-Aug-2025
Web References: 10.3389/fpsyg.2025.1636910
References: Frontiers in Psychology article by Maike Hübner et al. (2025)
Keywords: social media advertising, native advertising, ad disclosures, eye-tracking, user attention, Instagram, digital marketing, user engagement, advertising transparency
