A Wave Groupperformance adtech and programmatic advertising, in partnership with Owla research and insights company, calls for attention to data on the impact of fake news in the perception of Brazilians in relation to advertising brands on news channels.
The survey, carried out with more than 2,400 Brazilians in March 2024, shows that 9 out of 10 people have already encountered fake news while reading news, and 33% unfollow a brand after seeing its ads within these misleading news. 69% of consumers feel negatively impacted by brands associated with fake newswhile 68% believe that these brands are complicit in lies, if they are advertising there.
“The objective of the research was to be able to delve deeper into the news-advertising relationship and what we call Brand Safety (brand reputational security)”, explains Daniel Kaminitz, CEO of Weach Group.
Weach works with data-driven ad distribution technology, generating clicks for advertising brands. But this work has to be done carefully, valuing the quality of the chosen news channels. While on the other side are the newsrooms, working tirelessly in search of information and fighting for reliability.
“In the end, that’s what everyone wants: reader and consumer trust,” says Daniel.
As fake news are a growing problem, exacerbated by social media. In fact, 44% of respondents consider that social media platforms have full responsibility for the content posted on them.
Fake news can be partially controlled by the press, which has processes for checking, investigating and interviewing experts. The research shows that news outlets can use more care to ensure the trust of readers, who are increasingly paying attention to fake news. For example, grammar errors, 33% look for errors as a way of suspecting or not a subject. 54% look for the same news on other websites, as a way of confirming its veracity.
“The most reliable channels with consumers are those with which they have already created a link, whether digital or even outside the internet. Even if you think you know how to identify Fake News, any tip, list, or extra information that contributes to this identification is welcome. An opportunity for vehicles to create other forms of checking, other than just verification agencies”, comments Ligia Mello, partner at Hibou and coordinator of the research.
Check out other finds below:
The survey revealed that 42% of respondents consider information from specialized content sites to be more truthful. Furthermore, the presence of experts has always been an indicator of reliability for Brazilians.
- Perception of veracity
There was a significant increase in the perception of veracity on specific information websites, well-known media outside the internet and traditional portals, comparing data from 2022 and 2024.
- Behavior when sharing news
The majority of respondents (47%) check another source before sharing news, indicating a habit of double checking in Brazilians’ routine.
91% of respondents said they had come across false or misleading information when consuming news online.
- Attitudes towards Fake News
The majority of respondents (54%) leave the website or profile when encountering a Fake, while 39% choose to report it to a responsible channel.
The presence of advertisements on pages with fake news affects the perception of brand reliability for 69% of respondents.
- Responsibility of Digital Platforms
44% of respondents consider that social media platforms have full responsibility for the content posted on them.
- Brand Transparency
61% of respondents tend to trust more a brand that transparently positions itself in the event of ads containing false content.
- Transparency improvements
To improve transparency regarding the veracity of information and advertising, respondents suggest making the source that originated the content clear (59%) and having a validator that can be consulted (51%).
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The research was carried out in March 2024, with a sample of 2,425 interviews, with a margin of error of 1.9% and a confidence interval of 95%. The target audience chosen was ABS, over 18 years of age, from all social classes and throughout Brazil.
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