Media Literacy and the Rise of Stealth Marketing

You’d be forgiven for confusing this piece’s title with a Star Wars film, and the parallels are close enough to justify an extended (but not over-extended) metaphor. Media literacy (an informed, perhaps cynical understanding of how products, ideas, and services are marketed) is a force for good and the best way to combat stealth marketing.

Also known as stealth advertising and buzz marketing, stealth marketing encompasses a range of questionable tactics for promoting products or services without consumers knowing they’re being sold to. In some cases, such as product placement, you’d recognize stealth ads when you see them. Other types of stealth marketing, detailed below, are less obvious and a bit unsavory.

Shadowy stealth advertising tactics rely on impressionable, susceptible audiences and are made possible by fuzzy marketing regulations.

For marketers, it’s important to understand the ethical issues behind stealth advertising and how critical media literacy can protect unsuspecting, often young consumers from undue influence. As an industry, we need to establish clear ethical boundaries and call out brands that cross the line.

Marketers and Media Literacy

From the marketer’s perspective, media literacy provides a useful lens for evaluating messaging for authenticity and relevance. By understanding how every campaign could be viewed by the general public and your primary audience, marketers avoid misrepresenting their products or causing offense. Media literacy offers an additional check on underdeveloped or poorly executed campaigns, protecting your brand’s reputation and credibility.

So, What Is Stealth Marketing?

The most common examples of stealth advertising include:

Subliminal messaging – It’s debatable if subliminal messaging even works, and modern examples focus more on subtle imagery than the “brainwashing” tactics claimed in the 1950s. Still, there’s some evidence that subliminal messaging is effective in certain contexts.

Manufactured controversy – Marketers sometimes create faux controversies, from celebrity feuds to underwhelming coffee cups, to generate headlines and raise brand or product awareness.

Covert ambassadors – Brands spend billions annually to hire celebrities, athletes, and influencers to wear or use their products publicly. Similar to product placement in TV and film, covert ambassadors lend social proof to the product, but it isn’t always clear they’re being paid to rock those new kicks or sport those new jazzy headphones. Platforms like Facebook, Instagram, and YouTube follow FTC guidelines that require advertisers to explicitly clarify when they’re hawking a product.

When Stealth Advertising Crosses the Line

In the US, most types of stealth marketing are completely legal as long as they don’t overstep a few boundaries. Stealth marketing is illegal when:

• It contains false or misleading claims about the product or service.
• It misattributes endorsement or claims that a celebrity or organization endorses the product without consent.
• Fails to disclose promotional content. (This is why infomercials start with a disclaimer!)

It’s important to note that other countries have enacted more strict regulations against stealth advertising. Stealth ads are illegal in Japan, and the EU has steep financial penalties for breaching its marketing regulations.

Media Literacy: The Defense Against the Dark Arts*

Critical media literacy skills help consumers spot shadowy marketing tactics. Too often, digital media literacy is learned by trial and error, but there are organizations committed to educating consumers of all ages to spot ads and question the advertiser’s or influencer’s motives.

*Yes, we worked Star Wars and Harry Potter into this piece.

What Is Media Literacy and Why Is It Important?

Media and information literacy is the learned skill of identifying, analyzing, and evaluating messaging in mass media. More specifically, advertising literacy analyzes marketing messaging in traditional and subversive channels. Having media literacy allows professional marketers to balance effective tactics with ethical standards.

Most US adults received no media literacy training in school, making a large share of the population vulnerable to unsavory marketing tactics. The consequences aren’t limited to buying a bad pair of shoes; a lack of media literacy makes misinformation during elections more dangerous and reactions to global health crises less effective.

There are hopeful signs that Americans understand the importance of media literacy as consumers and voters. Nearly three out of four Americans say media literacy skills are crucial to combating disinformation in the media.

Related: Ethical SEO: Keeping Humans in Mind

How Media Literacy Combats Unsavory Marketing

The ability to spot, assess, and evaluate stealth advertising is an important skill that requires considerable awareness. Here’s how consumers can mitigate the potential harm of stealth ads:

• Analyze media – Consumers should learn how to interpret advertiser messaging as it relates to them and their purchasing decisions.
• Evaluate media – Consumers should actively question advertising: Is it credible? Is it realistic?
• Participate with media – Especially on social media, consumers should engage with media and marketers by asking questions and looking for additional social proof within trustworthy communities. Put simply, consumers should know when to question and how to validate advertiser messaging.

Partner with Us for Creative Marketing That Never Crosses the Line

For over 25 years, Oneupweb has helped brands market effectively without shortcuts. Trust our team of professional marketers to know what works and what crosses an ethical boundary. Not sure if your next campaign or idea is a step too far? Let’s talk it over. Get in touch or call (231) 922-9977 today.