Department For Culture Media Sport
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The Department for Culture, Media, and Sport (DCMS) commissioned Ipsos to conduct research aimed at gathering evidence on the online advertising experiences of internet users aged 18 and over, as well as children, through insights provided by their parents.
To provide robust evidence around the scale and impact of advertising that is perceived to be illegal and/or misleading, a nationally representative survey was commissioned. This survey aims to improve understanding of the prevalence of the public exposure to perceived illegal or misleading online advertising across the UK and the impacts this is cited as having on individuals.
The survey was undertaken using the Ipsos KnowledgePanel, an online panel of UK adults that uses random probability sampling. Fieldwork was conducted between 4 to 10 April 2024 with 8,511 people aged 16+ across the United Kingdom.