ASC Consumer Perspectives on Advertising 2017

Advertising Standards Canada regularly ask Canadians about their perceptions of advertising and the value it brings to them.

This research report, conducted by The Gandalf Group, probes consumer comfort levels concerning the truth and accuracy of advertising across all media.

Report Highlights:

  • The majority of Canadians continue to find advertising helpful with consumer decision-making.
  • Consumers have greater trust in traditional media advertising – Newspapers, Radio and Television – compared to Online, which ranked last on ‘trustworthiness’.
  • Somewhat ironically, Millennials are less trusting of online advertising than older adults aged 35 – 64.
  • The number one reason for citing that online advertising is untrustworthy:  “Online ads are false/manipulative”.