Consumers are ready to vote with a wallet against a product that they buy regularly if its advertising is placed next to “dangerous” or “extreme” content.
A study by the Brand Safety Institute (BSI) and certification organization Trustworthy Accountability Group (TAG) showed that about 90% of Internet users in the United States will significantly reduce their costs for advertising next to terrorist videos (93%), illegal content (82%) and Nazi propaganda (87%). In addition, the vast majority said that they would refuse to buy a product whose advertising infected their devices (93%).
Most respondents believe that advertisers should prevent their ads from appearing near hateful content (73%) containing pornography (73%), violent scenes (70%) and illegal drug use (69%).
Consumers are ready to even refuse to buy goods that they purchase regularly if they see their ads next to the videos of terrorist recruiters (67%), racist and neo-Nazi propaganda (58%), and the promotion of illegal content (45%).
More than half of respondents said they would refuse to buy a product whose ads are placed on pages with pirated content (53%), or on unsafe or hacked websites (73%).
Consumers expect the brand to protect their advertising from reputational risks. The buyer blames for the fulfillment of this task on all distribution participants: advertisers (70%), agencies (68%), publishers (61%) and suppliers of advertising technologies (46%).
Recall YouTube whose audience reaches 2 billion users per month, in recent years, has been actively working to reduce the amount of contentious content on its platform.
The reason was the fact that a number of large advertisers suspended their cooperation with the video service after it turned out that their ads appeared on pages with extremist videos.
YouTube managed to return some advertisers after the boycott, but so far not all companies have returned to the platform.