Nearly 75% of consumers want brands to avoid fake news media

An overview of consumer opinion on brands advertising on fake news media across 28 markets.

Nearly three-quarters (72%) of consumers say that brands shouldn't advertise on media that doesn't prevent the spread of fake news. This is according to the latest research from Edelman in a survey of over 34,000 internet users across 28 markets.

Across the markets surveyed, consumers in Germany were the only group where less than half agreed with the statement (48%). Overall, consumers in China, India and Brazil were most demanding of brands to avoid advertising on media that fails to tackle fake news – all at or above four-fifths.

Marketers will benefit from following consumer demands on this,...

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