RESEARCH

Misinformation is on the rise – and consumers are taking note

Misinformation is an industry-wide issue. Advertisers from across the digital landscape have experienced the effects of misinformation, and nearly half of media experts are concerned that misleading content could negatively impact their company’s reputation in the event of an adjacency.

But consumers are feeling the pain of misinformation too. In fact, a majority of consumers say that they regularly come across misleading content while browsing the web – and they're cognizant of the brands that are associated with the misinformation that they encounter.

So, as misinformation cements its place in digital media, what can advertisers do to win consumers' favorability and trust?

In this report, we explore how consumers interact with misinformation in digital media, uncovering what consumers' expectations are for advertisers whose campaigns appear near misleading content – and who should take responsibility.

Here's a snapshot of what we found:

• 80% of consumers agree that misinformation is a serious problem in digital media
  
• 73% of consumers say that they feel unfavorably toward brands that have been associated with misinformation
  
• 65% of consumers report that they are unlikely to purchase a product or service from a brand that advertises near misinformation
  

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