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Abstract Consumers' increased awareness of firms' conventional marketing tactics such as TV ads and print campaigns has lead many companies to divert their marketing efforts into new ways of targeting consumers. Firms hope to avoid having consumers look away or change channel when they see an ad, by using a technique called stealth marketing. This marketing practice is often seen as unethical and invasive. The goal of this proposal is to obtain research funding from the Advertising Standards Authority (ASA), as the aim of the research suggested in this proposal is to contrast consumers' views with official views and guidelines on firms engaging in invasive, unethical or even illegal marketing practices in the form of stealth marketing. Another aim is to make more consumers aware of such firms' practices in the hopes of reminding consumers of a more broad way of thinking when choosing products. Furthermore, the issue of what consumers...

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