Sponsored Influencer Vlogs and Young Viewers: When Sponsorship Disclosure Does not Enhance Advertising Literacy, and Parental Mediation Backfires

Using unique data from 609 parent–daughter (8–16 years of age) dyads, in an online experiment we studied two pivotal antecedents young viewers’ cognitive advertising literacy: influencer-generated sponsorship disclosure (written and/or spoken) and parental mediation style (active or restrictive). A between-subjects, single-factor design was applied with three experimental conditions: written disclosure, spoken both a control condition—no disclosure. Variance-based partial least squares structural equation modeling Smart-PLS 3.0 shows that policy makers’ measures to safeguard consumers negative consequences sponsored vlogs can lead unanticipated effects. While the combination information as well active increase literacy, restrictive negatively affects literacy. In addition, literacy evaluation vlogger positively attitude toward brand. Our findings provide important insights for parents, practitioners, regulators contribute discussion how make influencer marketing more effective ethical.