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Just a quarter of U.S. adults trust creators to always disclose brand deals

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Just a quarter of U.S. adults trust creators to always disclose brand deals

Just one in four U.S. adults believe content creators consistently disclose brand ties when promoting a sponsored product.

That’s not a lot of trust for an industry that relies on creators building close bonds with their audiences.

The data comes from a Morning Consult survey conducted for Business Insider; around 2,000 people participated.

Perhaps unsurprisingly, older folks were less inclined to trust creators: 53% of Baby Boomers said creators “rarely or never” clearly disclose paid deals, while just 21% of Gen Z said the same thing.

Morning Consult also asked respondents whether creators should have to disclose paid sponsorships at all. Across all age groups, the majority of people said yes.

But some did say no: 12% of Boomers, 18% of Gen Xers, 22% of Millennials, and 23% of Gen Z’ers.

We find this wild, and if you’ll forgive a second of conjecture, we’re wondering if the striking number of nos among Millennials and Gen Z has to do with people in those generations being raised in a culture of online side hustles and low barriers to content creation. How many of these respondents are creators themselves, or wish they were, or think they could be, if they just started making TikTok Shop promo videos like their friends and coworkers?

To them, it might seem like a drag to make a video hoping to earn a quick buck, only to have to admit “Yeah, I’m selling something,” in an obvious place.


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