Inappropriate ads online hurt consumer perception of brands: report

Ads supporting credible journalism seen as crucial to increase brand trust.

The vast majority of Singaporeans believe online ad content should be appropriate, but 73% are seeing an uptick in inappropriate online content recently, according to a report by Integral Ad Science (IAS).

In a survey, 83% of consumers in the city-state believe brands should be held accountable for the content surrounding their ads and the majority are saying that content is a reflection of their values. Meanwhile, 79% said brands should publicly denounce offensive content online.

About three-fourths said they were less likely to trust brands that advertised near inappropriate content online and were wary of brands that did this.

Respondents identified the most inappropriate content to be: adult and explicit sexual content; hate speech and acts of aggression; violence and human rights violations; misinformation; as well as illegal drugs, tobacco, e-cigarettes, vaping and alcohol.

As a result, slightly over half of these consumers were unlikely to: engage with the inappropriate ads (56%); recommend the brand to others (52%); and keep using these products or services (51%).

Asked about the site they are most receptive to advertising, nearly half of Singaporeans pointed to social media, followed by entertainment, shopping and travel websites. Only 22% said they were receptive to ads posted on news sites.

Over four in five believe that ad funding should support responsible and accurate news reporting. 79% said they were cautious of brands that advertised on sites spreading misinformation while 78% said they were likely to trust brands that advertised on credible news outlets.

The report surveyed 500 Singaporean consumers.

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