This is the third report in a series looking at the results of our research into the advertising related issues people are concerned about.
The survey was conducted in response to the ASA’s 2024-2028 strategy, AI-assisted collective ad regulation, which sets out how we will prioritise protecting vulnerable people, using research tools to understand the issues that are the most important for us to tackle. We commissioned independent research agency, YouGov, to conduct a UK-wide online survey of over 6,500 respondents (aged 16+) in July 2024.[1]
Our first report set out the importance of understanding the public’s priorities and positioning concerns about the media landscape and advertising in the context of other concerns they have. We found that across the wide variety of national issues, such as the availability of healthcare services (mentioned by 54% of the UK population as one of their top three concerns, from a list of 11 national issues) and the cost of the weekly shop/other household bills (48% say it is one of their top three concerns), the media landscape ranks lowest (6% say it is one of their top three concerns).
When we focus on the media landscape, we see that much of their concern does not directly relate to advertising, with issues such as misinformation/’fake news’ (mentioned by 46% of the UK population as one of their top three concerns from a list of 15 media-related issues) and a perceived lack of impartial news sources (29% say it is one of their top three concerns) more of a priority.
However, while concerns around ads that may be misleading, harmful or seriously offensive are relatively low (11% say it is one of their top three media-related concerns), the adverse impacts of these ads, which people may experience in difference ways, should not be dismissed. As the UK’s advertising regulator, it’s important for us to explore those concerns further to inform our priorities and identify the issues that are the most important for us to tackle to ensure ads across all media are legal, decent, honest and truthful.
The survey explored concerns around a range of specific ad-related topics. Respondents were presented with a list of issues and asked which ones they were concerned about. They were not limited to the number of issues they could mention – those selecting more than one were also asked to select the one they are most concerned about. This provides both a wide perspective of the issues and a more focused one.
Advertising concerns: Focus on misleadingness in ads
In this third research report, we focus on a list of topics relating to potential misleadingness in ads.[2]
The survey found just over half (52%) of people in the UK have concerns about misleading customer reviews/ratings, followed by ads that mislead by the omission of significant information (48%) and misleading descriptions or images (45%)– with these ranking as the top three issues people say they are most concerned about.[2]
Concerns about misleading environmental claims are mentioned by 41% of the population, with 10% saying it is the issue they are most concerned with.
Results are broadly similar across the UK nations. Demographically, we found 16–34-year-olds are less concerned about all of the issues listed, while the over-55s are more concerned about them all. Men are more likely than women to mention misleading delivery charges (men 31%, women 26%) and misleading comparisons with competitors (men 35%, women 28%). In comparison, women are more likely to mention concerns about digital enhancement in ads (women 44%, men 30%) and misleading environmental claims (women 43%, men 39%).
Those in the ABC1 socio-economic group are more likely to have concerns about misleading environmental claims (45%, vs 36% of those in the C2DE socio-economic group), ads that are difficult to identify as an ad (36%, vs 30% of C2DEs) and ads that mislead by omission of significant information (50%, vs 45% of C2DEs).
There are some significant differences between those who told us their day-to-day activities are limited by a health problem or disability[3] and those without such health concerns, including around misleading customer reviews/ratings (58% of those with a health problem/disability, vs 49% of those without) and misleading delivery charges (34% of those with a health problem/disability, vs 27% of those without).
We asked those who said they were concerned about each issue, who the focus of that concern is – are they worried about it for themselves, is their concern on behalf of others in society or both? These results provide further context to the findings above. Comparisons with our previous reports on thematic concerns and portrayal/imagery in ads also highlight some interesting differences. When looking at issues relating to misleadingness, there is a clear pattern. For each issue, the majority (65% or more) of those who say they are concerned about it, are equally concerned for themselves and others in society. Our previous reports have shown that some issues have a considerable personal focus, such as concerns around receiving targeting ads based on online browsing history; some have a greater societal focus, including the protection of under-18s; and some are more evenly split.
The skew towards being equally concerned for themselves and others in society when it comes to issues around misleadingness could be linked to the implications of making a purchasing decision as a result of being misled – such as financial loss – that can be experienced by all.
Spotlight analysis: Financially vulnerable
To understand people’s financial situations, and whether they may be 'financially vulnerable', the survey asked about monthly household finance.[4] We combined those who said they rarely or never cover their essentials each month, to define the ‘financially vulnerable.[5] We found this group is generally less concerned about issues relating to misleadingness than those who say they sometimes or always have money left over at the end of the month (‘financially secure’). For example, we found statistically significant differences in concerns around ads that mislead by omission of significant information with 50% of those seen as financially secure mentioning this as a concern, compared with 42% of those who could be described as financially vulnerable.
However, we found a number of issues that those who may be financially vulnerable are concerned about, and the focus of their concern is more likely to be personal (when compared with those who may be financially secure). For example, 21% of those who are financial vulnerable and concerned about misleading price claims, say they are concerned for themselves – compared with 16% of those deemed financially secure.
Exploring key concerns
The bias towards people’s concerns being equally focused on themselves and others in society (rather than a solely personal or solely societal focus) highlights a clear difference in the way people feel about areas of misleadingness in ads compared with the thematic and portrayal-based issues explored in our previous reports.
In 2021, the ASA’s Climate Change and the Environment project was launched to respond to the ongoing climate crisis and take action to ensure environmental claims in advertising are not misleading or irresponsible. The project consists of several strands, including sector-specific reviews and research into consumer understanding of environmental claims.
Looking at the importance of ads being easily identifiable, we published the findings of our consumer research into ad labelling in podcasts, which led to the introduction of new guidance on how brands and publishers can make sure that ads read by podcast hosts and content creators are identifiable as such to their audiences.
These are just two examples of how our proactive projects play a vital role in our evidence-based approach to understanding public attitudes towards advertising and, where necessary, implementing new guidance to ensure ads are not misleading, harmful, offensive or otherwise irresponsible.
[1] Research was conducted by YouGov Plc on behalf of the ASA. The total sample size was 6,808 respondents aged 16+. Fieldwork was undertaken between 8th - 29th July 2024. The survey was carried out online. The figures have been weighted and are representative of all UK adults (aged 16+). Analysis of results was conducted by the ASA.
[2] Conclusions presented in this analysis are based on responses to the list of topics asked about in each question. So, for example, when we say respondents are ‘most concerned about...’, this is limited to the list of issues asked about in the same question.
[3] Q. Are your day-to-day activities limited because of a health problem or disability which has lasted, or is expected to last, at least 12 months.
[4] Q. Which of the following statements best reflects your monthly household finances at the moment? By essentials we mean rent/ mortgage payments, bills such as energy and water, food and toiletries.- I can cover my essentials each month and always have money left over / I can cover my essentials each month and sometimes have money left over / I can mostly cover my essentials each month but some months I can’t / I can rarely cover my essentials each month / I can never cover my essentials each month / Prefer not to say.
[5] We acknowledge there are likely to be a number of factors that could impact someone’s financial vulnerability and also appreciate that those who say they can meet their monthly expenses could also be financially vulnerable.