Most of us would choose to avoid advertisements we see on social media. But the ads may be more sneaky than we suspect, tricking us into viewing them. Many participants in the study, published in Frontiers in Psychology, were surprised to learn how many ads simply blended in to the content of what they selected online. These were not slick ads with company logos, but ads that blended into the content. Some participants felt tricked, but others seemed not to mind. That group, say the German researchers, might be the ones to worry about, because when we stop noticing or caring that something is an ad, the boundary between persuasion and information becomes very thin.