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Article History

Received: 16 March 2024

Accepted: 7 November 2024

First Online: 16 November 2024

Competing interests

: The authors declare no competing interests.

: This study involved content analysis of publicly accessible internet video advertisements from the Socialist Party (PS) and the Democratic Party (PD) related to Albania’s 2021 national elections and 2023 municipal elections. Given the absence of human participants and reliance on publicly aired materials intended for widespread dissemination, ethics approval was deemed unnecessary. The advertisements analyzed were designed to inform and influence the electorate and are considered public-domain information, thus raising no confidentiality or privacy concerns typically associated with research involving human subjects. To ensure ethical compliance, the study adhered to all relevant legal and ethical standards, including fair use guidelines, copyright laws, and data protection regulations. The analysis was conducted with transparency and integrity, accurately reflecting the content and objectives of the advertisements without misrepresentation. A comprehensive and unbiased sample of advertisements was used to mitigate the possibility of skewed outcomes. Ads from various time periods and across two platforms were included, providing a well-rounded perspective on advertising strategies. Interpretation bias was minimized through objective, standardized coding schemes based on established frameworks. These coding schemes were rigorously tested, achieving high intercoder reliability through thorough training and consistent application. The findings are reported transparently, regardless of their alignment with initial hypotheses, to prevent selective reporting and promote openness in the research process.

: This article does not contain any studies with human participants performed by any of the authors.