Since 1990, the US advertising, regulatory, and consumer information landscapes have changed materially, raising the possibility that consumers' fundamental beliefs about advertising as an activity or institution have also changed. Nine national polls of advertising sentiment, fielded between 1964 and 1989 by the Roper Organization or the Opinion Research Corporation, were replicated with panel members matched to the US adult population. Preliminary results suggest that the internet era may have fostered a trust-because-we-can-verify consumer attitude toward advertising. The internet has changed the consumer information landscape by reducing the difficulty of assessing claims, fostering independent evaluators who often include competitors, and providing a venue for consumer retaliation. The implications for advertising regulation may contradict the Pertschuk view (1982) of regulation again embraced by some at the Federal Trade Commission. Rather than enhancing the need for advertising regulation and enforcement, the internet may have reduced the need for such efforts.

中文翻译：

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消费者怀疑、广告监管和互联网：值得探讨的问题

自 1990 年以来，美国广告、监管和消费者信息格局发生了重大变化，消费者对广告作为一种活动或机构的基本信念也可能发生变化。Roper 组织或民意研究公司在 1964 年至 1989 年间进行了九项全国广告情绪民意调查，小组成员与美国成年人口相匹配。初步结果表明，互联网时代可能培养了一种信任——因为我们可以验证消费者对广告的态度。互联网降低了评估索赔的难度，培养了通常包括竞争对手的独立评估者，并为消费者报复提供了场所，从而改变了消费者信息格局。对广告监管的影响可能与联邦贸易委员会一些人再次接受的 Pertschuk 监管观点（1982）相矛盾。互联网可能减少了对广告监管和执法的需求，而不是增强了对广告监管和执法的需求。