Replica brands

Most say they wouldn’t buy from brands that advertise on platforms containing hate speech: poll

Just over half of Americans say they would not buy items sold by advertisers promoting them on platforms containing hate speech, according to a Morning Consult poll released Thursday.

Fifty-two percent of online survey respondents said they would not buy from advertisers who use such platforms for marketing, while the same proportion said they would feel “very unfavourable” towards these advertisers.

Nearly half, 49%, of 2,209 Americans polled Nov. 9-14 said they would feel “very unfavorable” toward advertisers who use platforms where misinformation and bots are prevalent.

Forty-five percent of respondents said they would not buy from advertisers using these sites.

The poll results come amid Elon Musk’s high-profile takeover of Twitter from late last month, which raised concerns about rising hate speech and misinformation on the platform. Musk said his content moderation policies haven’t changed, though about half of Twitter’s staff have been laid off and a number of advertisers have fled amid the takeover.

Musk, a self-proclaimed ‘free speech absolutist’, has advocated for less content moderation on social media platforms in general and recently implemented an $8 Twitter verification fee that has sparked confusion generalized in its first proposal.

The Morning Consult poll found nearly three-quarters of Americans, 74%, heard “a lot” or “a little” about Musk’s acquisition of Twitter in late October.

Overall, Americans were most put off by advertisers who marketed alongside “extremist content”, “hate speech”, “disinformation or conspiracy theories” and “a lot of bots or fake accounts.

The proportion of respondents who were “very unfavorable” to advertisers dropped to around a third when companies marketed on platforms with “little or no content moderation policies” or “monthly fees for user verification”.

The poll contains a margin of error of 2 percentage points.