Most Australians believe advertising should reflect community standards but far fewer say it actually does, with social media attracting the highest levels of concern, according to research from Ad Standards.
The national community sentiment study, conducted by Roy Morgan, found 88% of Australians believe advertising should reflect community standards and values.
However, only 37% say the advertising they encounter meets those expectations.
Social media attracted the highest concern at 62%, with YouTube close behind, particularly among households with children.
Gambling advertising ranked as the leading issue, alongside misleading content and children's exposure to inappropriate ads.
"Australians are clear about the advertising they want to see — advertising that's honest, responsible and considerate of its audience," said Greg Wallace, executive director of Ad Standards.
"With so much content appearing online and on social media, it's critical that brands understand and meet community standards, wherever their ads appear."
Two-thirds of Australians say they avoid brands that use inappropriate or offensive advertising, rising to 83% among those aged 65 and older.
Greenwashing is a growing concern, with 58% aware of the term and 69% concerned about misleading environmental claims, particularly in the energy and mining sectors.
Despite the mixed sentiment, Australians who believe advertising aligns with community standards are more than twice as likely to trust it.
"Aligning campaigns with the advertising rules and community expectations builds trust, strengthens engagement and reduces reputational risk," Wallace said.
The survey was conducted online with 1,024 Australians aged 18 and over between November 17-28 last year.
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