Consumers Want Marketer Claims Regulated

Is the advertising industry in danger of becoming more regulated? There’s been plenty of buzz lately about legislators who have concerns when it comes to online marketing and consumer privacy. But consumers, in general, have additional complaints about the ad industry according to the results of a recent Harris Interactive poll.

At least 66% of consumers believe there should be stricter regulations on claims made by marketers. Only 6% say that marketers should be subject to fewer restrictions. Interestingly, viewpoints about the need for additional regulation vary by political party affiliation as the following numbers show:

  • Republication 56%
  • Democrats 71%
  • Independents 67%
  • Tea party supporter 60%
  • Tea party member 61%

Part of the desire to see additional regulation may be linked to general distrust of business. In total, 40% of consumers want stricter business regulation. And people affiliated with the Democratic party are more likely than others, 58%, to want additional regulation.  Since only 14% of consumers say that small business should face increased regulation, it seems that the attitude of distrust is linked to large business – 64% of consumers want larger businesses to operate in a tighter regulatory environment.  Consumers also want to see more regulation for specific types of business:

  • Consumer product safety 67%
  • Pharmaceutical safety 70%
  • Food safety 73%

Marketers in these industries can take a hint from the attitudes revealed in this survey and make sure that their messages do not exaggerate the benefits of their products and services.

[Source: Do We Want More or Less Regulation of Business? HarrisInteractive. 10 Jun. 2010. Web. 23 Jun. 2010] 
Kathy Crosett
Kathy is the Vice President of Research for SalesFuel. She holds a Masters in Business Administration from the University of Vermont and oversees a staff of researchers, writers and content providers for SalesFuel. Previously, she was co-​owner of several small businesses in the health care services sector.