Wikipedia defines "clickbait" as follows:
Clickbait is a pejorative term describing web content that is aimed at generating online advertising revenue, especially at the expense of quality or accuracy, relying on sensationalist headlines to attract click-throughs and to encourage forwarding of the material over online social networks. Clickbait headlines typically aim to exploit the "curiosity gap", providing just enough information to make the reader curious, but not enough to satisfy their curiosity without clicking through to the linked content.
Is it permissible to use this sort of technique in ads, social media posts, etc., to drive traffic to one's content?
I expect that the main issue would be, to the degree that it's present, tricking people through false representation of what's on the other side of the link. If that's the case, are there guidelines about how to determine what's too dishonest that could apply here?