An Interpretable Benchmark for Clickbait Detection and Tactic Attribution

Abstract: The proliferation of clickbait headlines poses significant challenges to the credibility of information and user trust in digital media. While recent advances in machine learning have improved the detection of manipulative content, the lack of explainability limits their practical adoption. This paper presents a model for explainable clickbait detection that not only identifies clickbait titles but also attributes them to specific linguistic manipulation strategies. We introduce a synthetic dataset generated by systematically augmenting real news headlines using a predefined catalogue of clickbait strategies. This dataset enables controlled experimentation and detailed analysis of model behaviour. We present a two-stage framework for automatic clickbait analysis comprising detection and tactic attribution. In the first stage, we compare a fine-tuned BERT classifier with LLMs, specifically GPT-4.0 and Gemini 2.4 Flash, under both zero-shot prompting and few-shot prompting enriched with illustrative clickbait headlines and their associated persuasive tactics. In the second stage, a dedicated BERT-based classifier predicts the specific clickbait strategies present in each headline. This work advances the development of transparent and trustworthy AI systems for combating manipulative media content. We share the dataset with the research community at https://github.com/LLM-HITCS25S/ClickbaitTacticsDetection