LONDON: Despite current concerns about alleged misuse of customer data by some companies, a new survey has found that a surprisingly large proportion of British consumers would allow brands to sponsor their photos on social media.

Around one-in-four (42%) are said to be willing to let a brand they like to put their logo and the words “sponsored by” in the bottom corner of their profile picture across all their social media accounts.

Similarly, more than a third (36%) say they would be happy to allow a brand to do the same for each photo they post on social media.

These are two of the headline findings in a study released by, a UK-based online marketplace, which examined the results of a survey involving more than 2,000 consumers that was conducted by research firm YouGov.

With the internet and social media triggering rapid change in the way consumers engage with the brands they like, said brands are now enabled to “harvest” a loyal base of customers who are more likely to follow a brand’s activity online and become early adopters of the products and services they offer.

But this willingness to associate with a desired brand is not limited to social media, because the survey also revealed that 39% of UK consumers would be willing to appear in a TV ad that endorsed their favoured brand.

Furthermore, it is claimed that 37% of respondents would be prepared to wear a shirt or top displaying a large brand logo every day for a month, while 19% apparently would wear the same sponsored top every day for an entire year.

The same proportion (19%) of consumers would allow a brand to erect a billboard outside their home, while 14% would say “sponsored by” [a particular brand] after their own name when answering the phone.

Meanwhile, 5% say they would be prepared to have a tattoo of a brand logo and 6% say they would add or replace their middle name with a brand name.

Commenting on the survey, managing director Cas Paton said companies in the digital age are now more able to gain insights into those consumers who truly represent and support them.

“Consequently, this has allowed them to identify and approach certain communities to become ambassadors/advocates for the brand,” he said.

Sourced from; additional content by WARC staff