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CHASM: Unveiling Covert Advertisements on Chinese Social Media

Jingyi Zheng, Tianyi Hu, Yule Liu, Zhen Sun, Zongmin Zhang, Zifan Peng, Wenhan Dong, Xinlei He · Apr 22, 2026 · Citations: 0

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How to use this page

Provisional trust

This page is a lightweight research summary built from the abstract and metadata while deeper extraction catches up.

Best use

Background context only

What to verify

Read the full paper before copying any benchmark, metric, or protocol choices.

Evidence quality

Provisional

Derived from abstract and metadata only.

Abstract

Current benchmarks for evaluating large language models (LLMs) in social media moderation completely overlook a serious threat: covert advertisements, which disguise themselves as regular posts to deceive and mislead consumers into making purchases, leading to significant ethical and legal concerns. In this paper, we present the CHASM, a first-of-its-kind dataset designed to evaluate the capability of Multimodal Large Language Models (MLLMs) in detecting covert advertisements on social media. CHASM is a high-quality, anonymized, manually curated dataset consisting of 4,992 instances, based on real-world scenarios from the Chinese social media platform Rednote. The dataset was collected and annotated under strict privacy protection and quality control protocols. It includes many product experience sharing posts that closely resemble covert advertisements, making the dataset particularly challenging.The results show that under both zero-shot and in-context learning settings, none of the current MLLMs are sufficiently reliable for detecting covert advertisements.Our further experiments revealed that fine-tuning open-source MLLMs on our dataset yielded noticeable performance gains. However, significant challenges persist, such as detecting subtle cues in comments and differences in visual and textual structures.We provide in-depth error analysis and outline future research directions. We hope our study can serve as a call for the research community and platform moderators to develop more precise defenses against this emerging threat.

Abstract-only analysis — low confidence

All signals on this page are inferred from the abstract only and may be inaccurate. Do not use this page as a primary protocol reference.

  • This page is still relying on abstract and metadata signals, not a fuller protocol read.
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Should You Rely On This Paper?

Signal extraction is still processing. This page currently shows metadata-first guidance until structured protocol fields are ready.

Best use

Background context only

Use if you need

A provisional background reference while structured extraction finishes.

Main weakness

This page is still relying on abstract and metadata signals, not a fuller protocol read.

Trust level

Provisional

Usefulness score

Unavailable

Eval-fit score is unavailable until extraction completes.

Human Feedback Signal

Not explicit in abstract metadata

Evaluation Signal

Weak / implicit signal

Usefulness for eval research

Provisional (processing)

Extraction confidence 0%

If you are doing eval pipeline work, start here:

Human Eval Hub LLM-as-Judge Hub Pairwise Preference Hub Tool-Use Eval Hub

What We Could Verify

These are the protocol signals we could actually recover from the available paper metadata. Use them to decide whether this paper is worth deeper reading.

Human Feedback Types

provisional (inferred)

None explicit

No explicit feedback protocol extracted.

"Current benchmarks for evaluating large language models (LLMs) in social media moderation completely overlook a serious threat: covert advertisements, which disguise themselves as regular posts to deceive and mislead consumers into making purchases, leading to significant ethical and legal concerns."

Evaluation Modes

provisional (inferred)

None explicit

Validate eval design from full paper text.

"Current benchmarks for evaluating large language models (LLMs) in social media moderation completely overlook a serious threat: covert advertisements, which disguise themselves as regular posts to deceive and mislead consumers into making purchases, leading to significant ethical and legal concerns."

Quality Controls

provisional (inferred)

Not reported

No explicit QC controls found.

"Current benchmarks for evaluating large language models (LLMs) in social media moderation completely overlook a serious threat: covert advertisements, which disguise themselves as regular posts to deceive and mislead consumers into making purchases, leading to significant ethical and legal concerns."

Benchmarks / Datasets

provisional (inferred)

Not extracted

No benchmark anchors detected.

"Current benchmarks for evaluating large language models (LLMs) in social media moderation completely overlook a serious threat: covert advertisements, which disguise themselves as regular posts to deceive and mislead consumers into making purchases, leading to significant ethical and legal concerns."

Reported Metrics

provisional (inferred)

Not extracted

No metric anchors detected.

"Current benchmarks for evaluating large language models (LLMs) in social media moderation completely overlook a serious threat: covert advertisements, which disguise themselves as regular posts to deceive and mislead consumers into making purchases, leading to significant ethical and legal concerns."

Rater Population

provisional (inferred)

Unknown

Rater source not explicitly reported.

"Current benchmarks for evaluating large language models (LLMs) in social media moderation completely overlook a serious threat: covert advertisements, which disguise themselves as regular posts to deceive and mislead consumers into making purchases, leading to significant ethical and legal concerns."

Human Feedback Details

This page is using abstract-level cues only right now. Treat the signals below as provisional.

  • Potential human-data signal: No explicit human-data keywords detected.
  • Potential benchmark anchors: No benchmark names detected in abstract.
  • Abstract highlights: 3 key sentence(s) extracted below.

Evaluation Details

Evaluation fields are inferred from the abstract only.

  • Potential evaluation modes: No explicit eval keywords detected.
  • Potential metric signals: No metric keywords detected.
  • Confidence: Provisional (metadata-only fallback).

Research Brief

Metadata summary

Current benchmarks for evaluating large language models (LLMs) in social media moderation completely overlook a serious threat: covert advertisements, which disguise themselves as regular posts to deceive and mislead consumers into making purchases, leading to significant ethical and legal concerns.

Based on abstract + metadata only. Check the source paper before making high-confidence protocol decisions.

Key Takeaways

  • Current benchmarks for evaluating large language models (LLMs) in social media moderation completely overlook a serious threat: covert advertisements, which disguise themselves as regular posts to deceive and mislead consumers into making purchases, leading to significant ethical and legal concerns.
  • In this paper, we present the CHASM, a first-of-its-kind dataset designed to evaluate the capability of Multimodal Large Language Models (MLLMs) in detecting covert advertisements on social media.
  • CHASM is a high-quality, anonymized, manually curated dataset consisting of 4,992 instances, based on real-world scenarios from the Chinese social media platform Rednote.

Researcher Actions

  • Compare this paper against nearby papers in the same arXiv category before using it for protocol decisions.
  • Check the full text for explicit evaluation design choices (raters, protocol, and metrics).
  • Use related-paper links to find stronger protocol-specific references.

Caveats

  • Generated from abstract + metadata only; no PDF parsing.
  • Signals below are heuristic and may miss details reported outside the abstract.

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