85% of UK Consumers Would Boycott Favourite Brands if Ads Appeared Near Covid-19 Conspiracies
A significant majority of respondents (89%) said that hate speech had increased online over the last year. Highlighting the brand safety risk of such content, 72% of respondents felt hate speech should be blocked by advertisers, one of the two highest responses for blocked categories. The majority of respondents also said advertisers should block pornographic content (73%), violent content (68%), illegal drug-related content (66%), and unsafe or hacked websites (59%). The past year has brought forth the four horsemen of toxic content into the advertising ecosystem: death, lies, political poison, and hate speech, said
Louis Jones Louis Jones Adweek opinion contributor Louis Jones is currently the Brand Safety Officer (BSO) in Residence at the Brand Safety Institute and former evp of media & data practices for the 4A s.
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TAG/BSI Survey Finds Consumers Savvy About Brand Safety Issues
Respondents Say Most Controversial News Content Appropriate for Ads;
83% More Aware of Brand Safety Issues Than Year Ago
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WASHINGTON, Dec. 15, 2020 /PRNewswire/ Consumers express a nuanced appreciation of the complexities of the brand safety decisions faced by advertisers, according to a new survey conducted by the Trustworthy Accountability Group (TAG) and Brand Safety Institute (BSI) among more than a thousand US adults via SurveyMonkey.
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For example, instead of blocking controversial news content, 40% of consumers said all news content should be appropriate for ads, and the remainder differentiated between stories involving violence and death and those about policy, societal changes, and peaceful protests on the same issues. In addition, consumers defined the issue of brand safety broadly, including not only inappropriate ad placeme