Our survey into attitudes of online advertising was commission by the Good Money Guide. This survey has been conducted using an online interview administered to members of the YouGov Plc UK panel of 800,000+ individuals who have agreed to take part in surveys. Total sample size was 2034 adults who have savings and investments. All figures, unless otherwise stated, are from YouGov Plc. Fieldwork was undertaken between 15th – 16th January 2020. The survey was carried out online. The figures have been weighted and are representative of all GB adults (aged 18+).
Read our analysis here:
- How can major media outlets still be hoodwinked into unwittingly promoting forex investment scams?
- Social media is the least trusted platform to advertise financial services on
Survey questions we asked and answers:
Do you trust financial online advertising?
On which, if any, of the following online platforms would you trust a financial advert (e.g. advertisements for bank accounts, investing and trading etc.)? (Please select all that apply)
| Media Platform | Percentage who trust it |
| Search engines (e.g. Google, Bing, etc.) | 9% |
| Social media influencers (e.g. people on Facebook, Instagram with a large number of friends/ followers etc.) | 3% |
| National press (e.g. articles online on DailyMail.co.uk, TheTimes.co.uk etc.) | 15% |
| FCA (Financial Conduct Authority) regulated comparison sites | 45% |
| Non – FCA (Financial Conduct Authority) regulated comparison sites | 4% |
We also asked about attitudes to scam adverts and what people do about them.
For the following question, please think about ANY type of advert you have EVER seen online…Which, if any, of the following have you EVER done? (Please select all that apply) See less
| Have you ever: | Percentage who had: |
| Thought that an advert I had seen online was a scam | 43% |
| Clicked on an advert I thought was a scam out of curiosity | 11% |
| Clicked on an advert without realising it was a scam | 18% |
| Clicked on the “report ad” button of an advert I thought was a scam | 20% |
