Telus polled 1,000 Americans who know the definition of user-generated content (UGC).
Over 50% of Americans have seen an increase in fraudulent and/or "toxic" UGC on social media, since the COVID-19 outbreak. As a result, consumers reported having developed “trust issues” with brands that appear next to such content.
Approximately 70% of consumers said brands should protect users from toxic content and 78% believe it is the brand’s responsibility to deliver “positive and welcoming online experiences”. Consumer also expect brands to get rid of digital media disinformation and “fake news”, according to consumer studies
To address this issue, many agencies have established internal media content accountability initiatives. Also, World Federation of Advertisers in 2020, launched the Global Alliance for Responsible Media to help brands and agencies tackle misinformation.
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