'Fake news' stigma can rub off on advertisers: BBC research

Association with trusted media outlets positively affects consumers' impressions of brands.

More than three out of five people 62 percent responding to a BBC-sponsored study said that association with an untrusted media outlet would negatively affect their perception of a brand.

The study, The Value of Newsand the Importance of Trust, was conducted by BDRC Asia on behalf of BBC. A total of 1,549 consumers from Australia, Singapore, Malaysia, Hong Kong and India were polled in the online survey, carried out...

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