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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+).

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Read our analysis here:

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%

Good Money Guide Financial Promotion Scam Survey Infographic

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About The Author

Richard is the founder of the Good Money Guide (formerly Good Broker Guide), one of the original investment comparison sites established in 2015. With a career spanning two decades as a broker, he brings extensive expertise and knowledge to the financial landscape. Having worked as a broker at Investors Intelligence and a multi-asset derivatives broker at MF Global (Man Financial), Richard has acquired substantial experience in the industry. His career began as a private client stockbroker at Walker Crips and Phillip Securities (now King and Shaxson), following internships on the NYMEX oil trading floor in New York and London IPE in 2001 and 2000. Richard's contributions and expertise have been recognized by respected publications such as BusinessInsider, Yahoo Finance, BusinessNews.org.uk, Master Investor, Wealth Briefing, iNews, and The FT, among many others. Under Richard's leadership, the Good Money Guide has evolved into a valuable destination for comprehensive information and expert guidance, specialising in trading, investment, and currency exchange. His commitment to delivering high-quality insights has solidified the Good Money Guide's standing as a well-respected resource for both customers and industry colleagues.
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