Young adults in USA, more trusting in advertising, according to an AdWeek / Harris study

Americans believe advertising is honest (20%) in what it claims, somewhat honest (65%) or not at all honest (13%), according to the findings of a new Adweek Media/ Harris Poll, survey made online on 2,098 U.S. adults, between October 5 and 7, 2010.

Older adults are more suspicious than younger adults in what concerns the honesty of advertising.

When asked who they trust to ensure that advertising is honest in its claims, Americans trust regulation by the government (29%), 23% say they trust the self-regulation by advertisers and advertising industry more.  However, half of Americans say they trust neither (48%).

The advertising industry appears to be in a tough spot.  Many people don’t believe that advertising is honest in its claims, yet there is no consensus on who is trusted to regulate and control the industry.  Thus, it seems regardless of what principles or statutes an advertiser conforms to, it may not convince many consumers about the quality of the product or promise being promoted.  However, the fact that younger Americans are less skeptical than older Americans may be a positive indicator for the ad industry.  It’s possible that both the honesty of ad claims and the regulation of the industry are improving, yet older Americans may still be cautious, especially if they have memories from previous negative experiences.

This Adweek Media/Harris Poll was conducted online, in United States, among 2,098 adults (aged 18 and over). Respondents for this survey were selected from among those who have agreed to participate in Harris Interactive surveys.

Harris Interactive is one of the world’s leading custom market research firms, leveraging research, technology, and business acumen to transform relevant insight into actionable foresight.  Known widely for the Harris Poll and for pioneering innovative research methodologies, Harris  is serving clients in over 215 countries and territories through our North American, European, and Asian offices and a network of independent market research firms.

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