Consumers are increasingly aware of ads appearing adjacent to “unsafe content” in social media feeds and most of them hold the platforms accountable for it, but more than a third believe it is the advertiser’s responsibility.

That’s among the findings of a survey of American social media users conducted by brand-safety monitoring firm Integral Ad Science in December 2021.

The study did not ask what, if any, explicit actions consumers have taken as a result of being cognizant of a marketer’s ads appearing next to unsafe social media content, but found that nearly half (47%) said they had an “unfavorable view of brands” whose ads appear in that context.

The IAS study found nearly half of social media users surveyed said they had an “unfavorable view of brands” whose ads appear in that context.