Preference towards brands not using consumer data in advertising UK 2023

During a February 2023 survey carried out among consumers in the United Kingdom (UK), roughly 52 percent of respondents strongly or somewhat agreed that they would be more likely to choose a brand that was able to prove it never collected or used any personal information in its advertising over a competitor that did use personal information. On the other hand, over eight percent strongly or somewhat disagreed.

Share of adults who preferred brands that never collected or used any personal information in its advertising to brands that did in the United Kingdom (UK) as of February 2023

Characteristic	Share of respondents
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Release date

April 2023

More information

Region

United Kingdom

Survey time period

February 24 to 27, 2023

Number of respondents

2,009 respondents

Age group

16 years and older

Special properties

nationally representative

Supplementary notes

Original phrasing of the survey statement: "If the brand behind a particular product or service I am interested in was able to prove it never collected or used any personal information in its advertising, I would be more likely to choose them over a competitor that did use personal information."

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