Abstract
Regulatory bodies worldwide are intensifying their efforts to ensure transparency in influencer marketing on social media through instruments like the Unfair Commercial Practices Directive (UCPD) in the European Union, or Section 5 of the Federal Trade Commission Act. Yet enforcing these obligations has proven to be highly problematic due to the sheer scale of the influencer market. The task of automatically detecting sponsored content aims to enable the monitoring and enforcement of such regulations at scale. Current research in this field primarily frames this problem as a machine learning task, focusing on developing models that achieve high classification performance in detecting ads. These machine learning tasks rely on human data annotation to provide ground truth information. However, agreement between annotators is often low, leading to inconsistent labels that hinder the reliability of models. To improve annotation accuracy and, thus, the detection of sponsored content, we propose using chatGPT to augment the annotation process with phrases identified as relevant features and brief explanations. Our experiments show that this approach consistently improves inter-annotator agreement and annotation accuracy. Additionally, our survey of user experience in the annotation task indicates that the explanations improve the annotators’ confidence and streamline the process. Our proposed methods can ultimately lead to more transparency and alignment with regulatory requirements in sponsored content detection.
Original language | English |
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Title of host publication | Explainable Artificial Intelligence - 1st World Conference, xAI 2023, Proceedings |
Editors | Luca Longo |
Publisher | Springer, Cham |
Pages | 198-213 |
Number of pages | 16 |
ISBN (Electronic) | 978-3-031-44067-0 |
ISBN (Print) | 9783031440663 |
DOIs | |
Publication status | Published - 2023 |
Event | World Conference on Explainable Artificial Intelligence - Lisbon, Portugal, Lisbon, Portugal Duration: 26 Jul 2023 → 28 Jul 2023 https://xaiworldconference.com/2023/ |
Publication series
Series | Communications in Computer and Information Science |
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Volume | 1902 |
ISSN | 1865-0929 |
Conference
Conference | World Conference on Explainable Artificial Intelligence |
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Abbreviated title | xAI 2023 |
Country/Territory | Portugal |
City | Lisbon |
Period | 26/07/23 → 28/07/23 |
Internet address |