A study conducted by researchers at the University of Maryland analyzed a random sample of these ads to assess the claims made by influencers regarding security. The findings revealed that while the ads were not explicitly inaccurate, they often featured vague or exaggerated assertions about the capabilities of VPNs. In reality, VPNs primarily mask users’ IP addresses and encrypt their data to prevent internet service providers from accessing their browsing history. However, VPNs cannot guarantee complete anonymity, protect against financial exploitation, or provide foolproof security against phishing attacks.
Despite their limitations, VPNs are often marketed as comprehensive security solutions, leading users to believe they are fully protected online. Omer Akgul, a PhD student at the University of Maryland who led the research on VPN advertising, explains that companies oversell the functionalities of VPNs, creating a situation where users mistakenly believe they have robust protection. This misrepresentation is particularly problematic in the field of security, where understanding the risks and solutions can be challenging for the average user.
While advertising typically comes with certain caveats, the exaggerated claims made by VPN ads can be damaging in a high-risk domain like cybersecurity. Unlike tangible products such as electric toothbrushes, security is intangible and subjective. Users rely heavily on recommendations from others to determine the level of security offered by a particular VPN service. Influencers play a crucial role in shaping these recommendations, as their followers trust them and build parasocial relationships with them. Influencers tailor their approaches to VPN ads based on their audience’s interests and understanding, resulting in varied claims depending on the channel’s niche.
