IGF 2023 Networking Session #171 Fake or advert: between disinformation and digital marketing

Wednesday, 11th October, 2023 (08:45 UTC) - Wednesday, 11th October, 2023 (09:45 UTC)
Room I

Global Digital Governance & Cooperation
Regulatory Sandboxes for Technological Innovations

Heloisa Massaro, Director of InternetLab, Civil Society, Latin America Fernanda K. Martins, InternetLab director, Civil Society, Latin America Ester Borges, Head of Research of InternetLab, Civil Society, Latin America Alice Lana, Head of Research of InternetLab, Civil Society, Latin America Clarice Tavares, Head of Research of InternetLab, Civil Society, Latin America


Eliana Quiroz, Internet Bolívia, Civil Society, Latin American and Caribbean Group (GRULAC) Herman Wasserman, University of Stellenbosch, Academia, African Group Renata Mielli, Comitê Gestor da Internet, Government, Latin American and Caribbean Group (GRULAC) Morgan Frost, Center for International Private Enterprise (CIPE), Private Sector, Western European and others Group (WEOG)

Onsite Moderator

Heloisa Massaro ([email protected])

Online Moderator

Ester Borges ([email protected])


Alice Lana ([email protected])



Targets: Our proposal is related to the United Nations Sustainable Development Goals (SDGs) in several ways. Firstly, SDG 9, Industry, Innovation, and Infrastructure, can be related to the project. Digital marketing and online communication technologies have played a significant role in transforming the advertising industry. The project addresses the intersection of disinformation, digital marketing, and advertising, providing insights and guidelines on how to deal with these issues in an increasingly connected environment. Another relevant SDG is SDG 16, Peace, Justice, and Strong Institutions. Misinformation has become a growing concern for peace and justice, as it can affect trust in institutions, create social divisions, and amplify polarization. The project aims to promote a more reliable and informed environment by addressing disinformation and providing guidelines for marketing and advertising professionals to act responsibly. Therefore, the proposal contributes to the United Nations Sustainable Development Goals, particularly in education, innovation, infrastructure, and promoting a more reliable and fair environment.


We propose an activity that consists of a first-round on disinformation and advertising, where speakers will provoke thoughts on the topic based on guiding questions. Next, participants will be divided into small groups to discuss the theme. Finally, there will be a moment for the groups to build consensus, collectively sharing the outcomes of their discussions. This activity aims to foster an engaging and interactive environment that encourages critical thinking and collaborative problem-solving. By providing guiding questions, we hope to stimulate thoughtful discussions among participants, allowing them to delve into the complexities of disinformation and its impact on advertising. Once divided into small groups, participants can exchange ideas, share perspectives, and explore different viewpoints on the subject matter. This group dynamic encourages active participation and facilitates the generation of diverse insights and solutions. Towards the end of the activity, each group will reconvene to build consensus collectively. This final step allows participants to synthesize their discussions, identify common ground, and highlight key takeaways from the various perspectives shared within their groups. Through this process, we aim to create a collaborative and inclusive environment that promotes a deeper understanding of the challenges posed by misinformation in advertising. In addition, by engaging in meaningful discussions and working towards consensus, participants will contribute to developing informed and responsible approaches to address this issue.

Duration (minutes)

Based on the work conducted by InternetLab throughout 2022, where we delved into the concept of disinformation and explored how advertising (both online and offline) plays a role in the information disorder we are experiencing in the 21st century, the purpose of this section is to facilitate discussions among experts from various sectors of society. They will share their work in this context and their perspectives on the differences between the measures taken by social media platforms and governments to address the intersection between the advertising market and the proliferation of disinformation narratives on various subjects. This relation includes financing websites and influencers promoting such discourse, programmatic marketing, and market strategies that may obscure public debates for commercial interests. In this section, we aim to foster an open dialogue that sheds light on the complexities of the relationship between advertising and disinformation. Experts will have the opportunity to exchange insights and knowledge about their respective experiences, providing valuable perspectives on the challenges of disinformation in the advertising landscape. The discussions will encompass the measures both platforms and governments implement to address this issue, focusing on the potential impact on public discourse and manipulating information for commercial gain. By bringing together experts from diverse backgrounds, we aim to promote a better understanding of the multifaceted nature of this problem and encourage the exploration of innovative solutions. Through these discussions, we aim to uncover new insights, identify best practices, and develop strategies to help mitigate disinformation through advertising channels, ultimately fostering a more informed and responsible information ecosystem.

To facilitate interaction between onsite and online speakers and attendees, we will utilize the Zoom platform, which supports onsite and remote participation. To ensure the best possible experience for both online and onsite participants, we will design the session with inclusivity and engagement in mind. Here are some key considerations: a) We will encourage speakers to deliver dynamic and visually engaging presentations catering to onsite and online audiences. This may involve the use of multimedia elements, such as slides, videos, and interactive content, to capture the attention and interest of participants regardless of their location b) In the days leading up to the session, InternetLab will promote the event on its blog and social media platforms, requesting guiding questions for the discussions in the small groups. c) During the event, remote participants will also be divided into small groups using the breakout rooms feature of the Zoom platform, participating in the activity similar to the participants who will be physically present.