Bright advertising misled more than 50% of buyers who purchased low-quality products, believing the marketing, Izvestia writes, citing data from a survey conducted by Calltouch experts. Almost the same number of respondents are convinced that advertising of harmful products should be completely prohibited.
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Analysts noted that user trust is undermined by cases of irresponsible attitude of companies towards the quality of goods and services. More than half of buyers (52%) have encountered situations where a widely advertised product turned out to be of poor quality or did not solve their problem. Last year, the FAS identified more than 4,000 violations, of which a third (31%) were related to spam, and 9% were related to false and misleading advertising.
Advertisers promoting potentially unhealthy products face even more significant challenges. 54% of Russians noted that advertising of harmful products should not be present even in a hidden form.
“The attitude of society is also supported by the law “On Advertising”. For example, you cannot advertise tobacco products, smoking accessories and electronic cigarettes. Since 2012, advertising of alcoholic products has also been prohibited, including on the Internet. Manufacturers of such products are looking for loopholes to circumvent the ban. For example, they advertise non-alcoholic beer with an alcohol content of up to 0.5%, which attracts attention to the alcoholic version of the brand,” experts said.
And 36% of respondents admitted that inappropriate and untargeted advertising can spoil the mood and cause strong negative emotions.
“Personalization and targeted advertising settings to suit the needs of each person are no longer just a fashionable trend and new technology. Now this is a question of a kind of ethics. Untargeted advertising is not only ineffective and does not lead to new purchases, but can also lead to loss of audience loyalty and aggression towards the brand. The simplest example: obsessive advertising of children's and wedding products may run counter to a person's personal problems. That is why, over the past two years, the importance of audience segmentation and martech tools to accurately hit the message on target has increased significantly,” commented Victoria Odintsova, Calltouch Marketing Director.
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