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Misinformation Adjacent Ads Could Seriously Compromise Brand Trustworthiness

Brands use a variety of tools to drive purchases among their target audience, but no metric is more important than consumer trust with all things having been considered and taken into account. 69% of consumers stated that they are more likely to buy from a brand that they trust, and 51% said that the adjacency of branded content to misinformation can have a strong impact on how much they trust said brands.

This data comes from a report released by Integral Ad Science, and it highlights the necessity for brands to steer clear of misinformation. Even if the brand is not disseminating misinformation itself, it can still have its reputation suffer if users notice any fake news adjacent to content that they have put out there. 91% of the 1,189 US adults who responded to this survey stated that they have a strong ability to detect misinformation, and 63% said that seeing branded content next to misinformation is not something that they are liable to forget anytime soon.

Additionally, 65% of consumers agreed that associating brands with misinformation was something that might stop them from buying from said brands in the future. Some might try to deflect the blame onto other parties, but in spite of the fact that this is the case 62% of consumers suggested that all of the concerned parties including ad agencies, publishers as well as the brands themselves share the responsibility for accidentally promoting misinformation.

This makes it imperative for brands to be careful about where their ads are shown. If their ads are displayed on content that is spreading fake news or some kind of harmful agenda, consumers might be less willing to stick with them than might have been the case otherwise.

The vast majority of brands and marketing professionals, or 73% to be precise, are aware of the pitfalls of advertising on misinformation laden content. This is similar to the 80% of consumers who felt like misinformation was a huge risk, and this combination could result in misinformation getting stifled by algorithms to please brands as well as the consumers they are trying to market to.
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