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5.2a A Content Analysis of EvanTube HD Sponsored Unboxing Videos’ Adherence to CARU Guidance
Abstract
The evolution of digital technologies and social media have made YouTube unboxing videos a cultural phenomenon. As child influencer sponsored unboxing videos’ popularity increases among children, we also observe growing concerns about children’s unawareness of this new form of native advertising. To help young viewers, the FTC and CARU have provided regulatory and self-regulatory guidelines regarding clear and conspicuous sponsorship disclosure. However, no research has examined the extent to which sponsorship disclosure cues in child influencers’ unboxing videos meet this guidance. We do so in the current study by analyzing sponsorship disclosures for sponsored unboxing video content of the EvanTube HD YouTube Channel. We found that EvanTube HD adhered to CARU’s guidance of including an oral disclosure at the beginning of the video and established their own standardized format of disclosure cues. Nonetheless, there are still other areas that warrant further investigation.
First & Corresponding Author
Regina Ahn, University of Illinois
Authors in the order to be printed.
Regina Ahn, University of Illinois; Mariea Grubbs Hoy, University of Tennessee; Yoon Ah Lee, University of Illinois; Cecilia Zhou, University of Hong Kong