伪装广告

本条尚无可操作的样本；插画为编辑示意。应用到产品时仍须核对：广告与原生内容的实际视觉区分度、标注文字是否紧邻广告且可读、是否复用了导航或下载控件的视觉语言，以及所在广告网络或平台对原生广告披露的具体规定。

{
  "harm": "用户在未意识到点击对象是广告的情况下点击，注意力和信任被消耗，并可能对真正的功能控件失去信任",
  "repair": "在广告紧邻处用文字清楚标注，并使其视觉上区别于系统控件、导航与下载按钮。"
}

{
  "id": "disguised-ads",
  "type": "anti",
  "name": {
    "zh": "伪装广告",
    "en": "Disguised Ads"
  },
  "aliases": [
    "伪装成功能控件的广告",
    "Disguised Advertisement",
    "Fake Download Button Ad"
  ],
  "granularity": "component",
  "intents": [
    "audit-choice"
  ],
  "tags": [
    "反模式",
    "广告",
    "伪装",
    "原生广告",
    "界面"
  ],
  "definition": "把广告或赞助内容做成看起来像普通界面元素、导航、系统消息或下载按钮的样子，使用户点击时不能识别自己点击的其实是一则广告。",
  "boundary": "与已清楚标注的原生广告或赞助内容不同：紧邻文字披露“广告”“赞助内容”是本条的修复方式，而不是本条描述的模式本身。也与“界面干扰”（另一条正在并行起草、尚未收录进数据文件的反模式，关注真实选项之间的视觉主次被扭曲）不同：本条的机制是广告冒充成别的东西，界面干扰的机制是扭曲真实选项的显著程度；两者可能同时出现，但应分别记录。",
  "signature": [
    "广告在视觉上被做成看起来像下载按钮、导航项或系统提示",
    "赞助或广告标识缺失，或仅以极小、极淡的图标或色块标出，没有紧邻的文字说明",
    "广告卡片模仿真实内容的排版与措辞，与信息流中的其他条目难以区分"
  ],
  "when": [
    "审查内容页、下载页中的广告位是否与真正的功能控件或下载入口混淆",
    "审查信息流、推荐卡片中的推广内容是否有紧邻的文字标注"
  ],
  "when_not": [
    "作为提高广告点击率的推荐手段",
    "以“不破坏视觉一致性”为由省略紧邻广告的文字标注"
  ],
  "tradeoff": "修复时在广告或赞助内容紧邻位置用文字（而非仅靠图标或颜色）清楚标注，并让其视觉上区别于系统控件、导航与下载按钮；标注清楚的原生广告不属于本反模式，但仍需权衡广告收入与用户对界面可信度的感知。",
  "comparison": {
    "focus": "用户是否能识别自己点击的对象是广告",
    "mechanism": "广告在视觉上冒充界面控件、导航或系统消息",
    "cost": "用户在未察觉的情况下点击广告，注意力和信任被消耗，且难以再信任真正的功能控件"
  },
  "sources": [
    {
      "id": "deceptive-disguised-ads",
      "title": "Deceptive Patterns · Disguised ads",
      "url": "https://www.deceptive.design/types/disguised-ads",
      "claim": "将伪装广告定义为让用户误以为自己点击的是界面元素或原生内容、实际却是广告的欺骗模式，并举出下载页面用假下载按钮广告诱导点击的例子。",
      "checkedAt": "2026-09-15",
      "archive": {
        "lookupUrl": "https://web.archive.org/web/20260915*/https://www.deceptive.design/types/disguised-ads",
        "status": "pending",
        "checkedAt": "2026-09-16T05:57:41.281Z",
        "error": "status-request-failed",
        "jobId": "spn2-e38d04c25d0c25b010a8e4404a28491bdeb3d11f"
      }
    },
    {
      "id": "ftc-native-advertising-guide",
      "title": "FTC · Native Advertising: A Guide for Businesses",
      "url": "https://www.ftc.gov/business-guidance/resources/native-advertising-guide-businesses",
      "claim": "该指南说明广告或推广信息不应让消费者以为它不是广告；原生广告与所在页面其他内容在格式、风格或主题上越相似，就越需要清楚醒目的披露以避免误导，并建议使用“广告”“付费广告”等直白用语，避免“推荐”“提供”等含糊表述。",
      "checkedAt": "2026-09-15",
      "archive": {
        "lookupUrl": "https://web.archive.org/web/20260915*/https://www.ftc.gov/business-guidance/resources/native-advertising-guide-businesses",
        "status": "pending",
        "checkedAt": "2026-09-16T05:58:14.531Z",
        "error": "status-request-failed",
        "jobId": "spn2-7acbe0393f8ad66a8d96e8c6b6c6af05f0ca8dd1"
      }
    }
  ],
  "relations": [
    {
      "target": "hidden-costs",
      "kind": "related",
      "condition": "审查页面内容是否被误导性呈现",
      "reason": "两者都让用户在不完整或错误的认知下做出点击或购买决定，但机制不同：一个是推迟披露费用，一个是伪装内容身份。",
      "basis": "editorial"
    },
    {
      "target": "obstruction",
      "kind": "related",
      "condition": "审查下载页、内容页中真正功能入口的可发现性",
      "reason": "伪装广告常与被淹没或难以发现的真正入口同时出现，但一个是伪装身份，一个是加大退出或完成的难度，应分别记录。",
      "basis": "editorial"
    },
    {
      "target": "consistency",
      "kind": "conflicts_when",
      "condition": "广告刻意复用系统控件、导航或下载按钮的视觉语言以获得可信度",
      "reason": "一致性原则假设相似外观预示相似行为；伪装广告利用这种预期制造误导，而不是帮助用户识别功能。",
      "basis": "editorial"
    }
  ],
  "rules": [
    {
      "when": "展示广告、推广卡片或赞助内容",
      "instruction": "必须在紧邻内容处用文字标注为广告或赞助内容，不能只靠图标或颜色区分。",
      "strength": "must",
      "basis": "editorial"
    },
    {
      "when": "设计广告或推广内容的视觉样式",
      "instruction": "广告不得在外观上模仿系统提示、导航控件或下载按钮。",
      "strength": "must",
      "basis": "editorial"
    },
    {
      "when": "在页面中放置广告位",
      "instruction": "避免把广告放在用户凭肌肉记忆点击真正功能控件的位置。",
      "strength": "recommend",
      "basis": "editorial"
    }
  ],
  "anti": {
    "harm": "用户在未意识到点击对象是广告的情况下点击，注意力和信任被消耗，并可能对真正的功能控件失去信任",
    "repair": "在广告紧邻处用文字清楚标注，并使其视觉上区别于系统控件、导航与下载按钮。"
  },
  "demo": null,
  "version": "0.1.0",
  "editorialStatus": "drafted",
  "requirements": [],
  "demoCapabilities": [],
  "implementationNote": "本条尚无可操作的样本；插画为编辑示意。应用到产品时仍须核对：广告与原生内容的实际视觉区分度、标注文字是否紧邻广告且可读、是否复用了导航或下载控件的视觉语言，以及所在广告网络或平台对原生广告披露的具体规定。",
  "image": {
    "src": "/images/disguised-ads.webp",
    "alt": "一个虚构的 FIELDNOTES 文章页面：三个样式相同的下载按钮中有一个其实是广告，旁边一张信息流卡片模仿真实文章却只有一枚极小极淡的标记，角落有一枚细小的警示标记。"
  },
  "searchTerms": [
    "anti-pattern",
    "advertising",
    "disguise",
    "native advertising",
    "interface"
  ]
}