Level: MA 
Responsible Person: Qianyu Liu 
Keywords: Blockchain, False advertising detection, Token-based incentives 

False advertising on the internet has been a significant challenge to consumer interests and market trust. While several applications and products in the digital advertising industry are specifically designed to detect false advertisements, these tools and services primarily cater to advertisers, ad networks, and publishers, rather than end-users. These solutions typically employ complicated algorithms, machine learning techniques, and big data analytics to identify suspicious advertising activities. However, they often suffer from inefficiencies and are hard to avoid manipulation. 

This research proposes a novel blockchain-based solution that empowers users to collaboratively identify and report false advertisements. The study aims to leverage blockchain technology to create a decentralized, user-driven system for identifying and reporting misleading advertisements. The proposed system will utilize a lightweight blockchain architecture, enabling users to collectively verify and report suspicious ads. To encourage active user participation in the ad verification process, a token-based incentive mechanism will be implemented. 

This work will include system architecture design, functional prototype development, and user studies to evaluate engagement and usability. This project contributes to the growing field of blockchain applications in digital advertising and explores the potential of decentralized technology in fostering a more transparent and trustworthy advertising ecosystem. 

References: 

1. Stallone, Valerio, et al. "Enhancing digital advertising with blockchain technology." Journal of Interactive Marketing 59.1 (2024): 76-98. 

2. Manda, V. K., Sagi, S., & Yadav, A. (2024). Blockchain in Advertising and Marketing: Revolutionizing the Industry Through Transparency and Trust. In New Trends in Marketing and Consumer Science (pp. 89-112). IGI Global.