Nearly one-third of Americans think ads adjacent to offensive online content imply that the advertiser endorses or approves of that offensive material, according to recent research from YouGov.

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.

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ABOUT THE AUTHOR
image of Ayaz Nanji

Ayaz Nanji is a digital strategist and a co-founder of ICW Media, a marketing agency specializing in content and social media services for tech firms. 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

Twitter: @ayaznanji