Pop-Up Ads
A look into the different arguments for and
against the use of pop-up ads, as well as a
look into the ethical theories and how they
interpret the issue.
Created by: William E. Fry IV
Computer Ethics
Dr. John Durrett
February 24, 2005
Definition
• a popup ad is essentially a web site’s attempt to advertise their
product, or other part of the site, without the surfer clicking on
anything. Very similar to spam in that it is unwanted and very
annoying most times.
Brief History
• companies needed to use different methods of advertising because
the internet is a much different source than using conventional
methods of US mail and costs much cheaper.
• it is a quick almost subliminal way of advertising. The user barely
sees the advertisement if they close it out, but the lasting effect of
the message may stay in the customer, effectively giving the
company a type of subconscious advantage.
• Many popup ad programs are available to download, but the
problem is people find ways to get around them creating problems
all over again
Social Significance
• an entire new area of programs and companies have been produced
from these ads. They are the anti popup ad companies who create
programs for people which block the ads from ever showing up
Picture taken from: http://www.marketingtactics.com/English/Services/Web/Banner_Ad_Examples.html
Argument FOR pop-up ads
• companies use pop-ups in a very organized, professional
way
• they show the customers daily or weekly specials, or
products that are only available for a limited time
• another way of using the pop-ups is for regular people
building sites that may need money to pay for the site
• some use the pop-ups as a way to show different parts
of the site that may be popular and that the builder may
think others are interested in, so by showing them the
most interesting pages and making them available as
soon the surfer reaches the page, it can help the site
gain a good reputation quickly for that surfer
Argument AGAINST pop-up ads
• many companies do not use the ads effectively or
professionally, and instead, clutter your desktop space
and waste CPU power trying to display and download all
the images and pages being shown
• the website will trap a user by creating even more pop-
ups with the closing of their original pop-ups
• another reason against pop-ups is that many people take
advantage of the services running behind the OS and
can use that as a vantage point for sending their pop-
ups without the user even surfing the internet or using
the computer, just being idle
Info from: http://www.pcworld.com
Kantianism
• Popup ads do not appeal to all who visit that site. While some people
may find that the ads are a help in finding something they want,
others may think it is a waste of time and computer power. The fact
that the companies are using everyone instead of people who always
visit the site means they are using people instead of maybe giving
them a choice of wanting to see the ads or not. By not treating
everyone as equal, and making people mad, Kantianism would say
popup ads are wrong
Act Utilitarianism
• Many companies use this marketing strategy for their
advertisements. act utilitarianism says that something is
good only if it creates more happiness than unhappiness
for the total affected people. The fact that many
companies have sprouted up and many people download
these pop up blockers shows that there is a lot of
unhappiness among the total people. Because of this
act utilitarianism would say pop ups are wrong
Social Contract Theory
• By trying to make everyone happy
and for the company to still
advertise, one side of the
spectrum will have to work harder
to keep everyone happy. Since
the user just wants to shop or surf
the website, they did not sign any
contract from the company giving
them permission to bombard them
with the ads they do not want.
On the other hand, the companies
do not sign any contract that
makes them have to warn the
user that they will be sending the
ads. Since both sides can have a
logical reason why the other is not
correct based on the contract
theory, the social contract theory
would say popup ads are wrong
My thoughts on Pop-Ups
• Personally I have been to many sites in which as soon as
I arrive, my monitor will fill up with dozens of banners
trying to advertise other sites that pay the original site to
show them. When it happens, I have to TRY to shut
down all the windows, but it almost seems useless
considering the fact that any other page I navigate to
has the same effect. Pop-ups were meant for good
intentions at first, I believe, but people saw the
advantage of them and of course had to abuse the
power they had, creating annoyed customer, me, and
probably anyone else with the same opinions as me.
• Based on the three ethical principles looked at for this
topic, my opinion of MOST pop-ups is still the same, that
is I am annoyed by them.
• It may seem somewhat hypocritical, but I also do believe
in the occasional pop-up ad on a site I know is reliable,
and one which has a good reputation. This sort of
advertisement is much more effective and I may even
look at what the advertisement is. If it doesn’t appeal to
me, then I simply close it, but if it is something I may be
interested in, then I’ll look into the ad.