The report was based on data from a poll conducted in April 2017 of 2,269 adults in the United States age 18 and older.
Most (86%) people polled say they sometimes come across offensive (racist, sexist, hate-promoting, etc.) content online.
Some 30% of respondents say when they see a brand being advertised alongside offensive material, they believe the advertiser is somehow endorsing that material; 20% do not see it as an endorsement, 33% say the brand may or may not be endorsing the material, and 16% have no opinion.
Older consumers (age 55+) are more likely than younger consumers to view ads accompanying offensive content as endorsements.
Some 47% of respondents say they view a brand more negatively if its ads appear alongside offensive online content.
Ayaz Nanji is an independent digital strategist and a co-founder of ICW Content, a marketing agency specializing in content creation for brands and businesses. He is also a research writer for MarketingProfs. He has worked for Google/YouTube, the Travel Channel, AOL, and the New York Times.
LinkedIn: Ayaz Nanji