Consumers Say They Don’t Trust Claims Made in Ads

by MarketingCharts staff

Looking at some specific examples of ads that are met with consumer skepticism, the survey results show that 96% of respondents think that half or more weight loss ads are photoshopped, 87% are of the same opinion about cleaning product ads, as are 80% about shampoo ads.

Of course, attitudes towards advertising differ when it comes to the medium. April 2012 survey results from Nielsen, for example, demonstrate that consumers around the world are far more trusting of ads on TV than of ads online or on mobile phones.

Just 1 in 10 Don’t Care About Exaggerated Ad Claims

So how do consumers respond to these exaggerated ads? A plurality of Lab42 survey respondents said they wish claims were more accurate (38%), while a high proportion also say they know what ads are “trying to do” (32%). A further 17% wish there were laws to regulate ads, while 13% either just enjoy the ads (8%) or don’t pay attention (5%).

Overall, despite all their doubts about advertising, consumers were more likely to prefer to purchase products due to brand advertising than to reject those purchases outright because of brand ads (31% vs. 21%).