Online Privacy Trustmarks Enhancing the Perceived Ethics of Digital Advertising

Consumer views of advertiser ethics are of industry concern due to growing consumer angst regarding data privacy and behavioral advertising. Several privacy trustmarks have been created to address consumer concerns, potentially acting as seals of approval regarding privacy practices. The authors examine whether a privacy trustmark's ability to influence consumer perceptions of advertiser ethics and privacy concerns is moderated by consumer desire for privacy and attitude toward advertising in general. Using an online advertising context, the results show that a privacy trustmark can enhance the perceived ethics of an online advertiser for certain market segments but not for others.