Consumers Reject Brands that Advertise on ‘Fake News’ and Objectionable Content Online

Jun 20, 2019


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Harris Poll and DoubleVerify, an independent provider of digital media measurement software and analytics, announced the results of a new study showing that the majority of consumers online say it is important that a brand advertises on content that is safe, accurate and trustworthy.

The research indicates that the majority of consumers online:

  • are more likely to engage with brands that advertise beside legitimate content;
  • are less likely to engage with brands that advertise next to false, objectionable or inflammatory content;
  • would stop using a brand or product if they viewed the brand’s advertising next to false, objectionable or inflammatory content;
  • believe that advertisers bear responsibility for ensuring their digital ads run beside trustworthy content.

For the study, 2,010 consumers were polled between May 30 and June 3, 2019.  

While online advertising is useful to most consumers today (61%), an overwhelming majority (82%) –say it is important that a brand’s ads appear on content that is safe, accurate and trustworthy.

Nearly two-thirds (65%) of consumers would be likely to stop using the brand/product if they viewed the brand’s digital advertising beside false, objectionable or inflammatory content.

Nearly 90% of consumers feel that brands bear responsibility for ensuring their ads run beside content that is safe.

The majority (61%) say both the brand and the publication/outlet where the ad is placed are equally responsible for ensuring content is safe.

Almost 80% of consumers are more aware of how companies collect and use their personal data than they were 12 months ago. As a result of that, 71% of consumers share less data with brands today.


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