reklamihäreet

Reklamihäreet is a Finnish term that describes the phenomenon of disruptive or intrusive advertising that interferes with the user experience. The word combines *reklami*, meaning advertisement, with *häiri* or *häiriö*, meaning disturbance. It is used primarily in discussions of digital media and consumer rights.

The concept gained prominence in the early 2010s when the rapid expansion of online advertising introduced various formats that many users found annoying. Pop‑up ads, auto‑playing video commercials, and overly frequent banner placements are typical examples that trigger reklamihäreet. In addition, certain in‑game advertisements and aggressive push notifications are classified under this umbrella. When these ads interrupt content or exceed the ad budget constraints, they can affect website performance, user engagement, and network traffic.

In Finland, reklamihäreet has become relevant in the context of the Audiovisual Media Services Act and the EU General Data Protection Regulation. The Regulations require that users be given clear consent to receive targeted advertising and that there is an easy way to block or limit intrusive ads. Finnish Telecommunications Authority has issued guidelines on acceptable ad practices and distinguishes reklamihäreet from legitimate advertising when determining compliance.

Academic research investigates both the economic impact of these advertisements and psychological effects on users. Studies show that excessive reklamihäreet lead to higher ad avoidance rates, loss of trust in brands, and a decline in online consumer purchasing. Accordingly many companies now employ ad‑free tiers, frequency‑capping, and interactive formats designed to reduce user disturbance. The term continues to evolve as new advertising technologies emerge.