Consumers think platforms responsible for ads near unsafe content, finds IAS

February 23, 2022 9:30

A report by Integral Ad Science (IAS) has found that a majority of social media users think social media platforms are responsible for brands appearing near unsafe content – although a minority think brands/advertisers are to blame.

The 2022 Social Ads and Consumer Perception – Australia Edition study surveyed 514 Australian social media users in January 2021.

The report found that 67% of respondents think social media platforms were responsible for ads appearing near unsafe content, while 31% responded that brands/advertisers were.

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Anna Macdonald

Anna Macdonald was a Mumbrella journalist, covering news, creative, ad standards and campaigns. She left Mumbrella in April 2022.

Topics

IAS integral ad science Jessica Miles

2 COMMENTS

Keith McLennan 23 Feb 22

Any definition of ‘unsafe’ content?

User ID not verified.

Anna Macdonald 23 Feb 22

Hi Keith McLennan,

I’ve gone back to IAS and the definition they provided me with is: “unsafe content will be, for example, topics like hate speech and terrorism as they tend to present threats to most advertisers.”

I hope this makes things clearer for you.

Thanks,

Anna

1 Like