Why we use adblockers: 'We need to have more control over what we're exposed to'
‘Familiarity breeds contempt’ - Lorrie Beauchamp (58), writer, Montreal, Canada
I worked in the advertising world for 30 years. It’s an industry that profits from mindless consuming but, if they don’t change their tune and their business model, the industry will perish. Consumers are getting smarter, and the “tricks” used to influence us are becoming increasingly obvious.
‘Ads should be designed around the user’ - Courtney Allen (28), digital communications, London
‘For every free item a company gives away, someone somewhere is being robbed to pay for it’ - Ben Lloyd (37), copywriter, Essex, UK
‘Companies need to start vetting those who want to advertise and start respecting the customer’ - Sam Fleming (27), Educator, Manchester
‘I told Facebook I’m 106, and now only get ads for bingo and late life love’ - Kate (45), freelance writer, Yorkshire
‘I imagine a return to a more traditional system in a new format’ - Sadie (25), student, Sydney, Australia
‘The consumer needs to have control over the type of adverts they are exposed to while browsing’ Louise (23), Horsham, UK
It will be a fight to get rid of the BBC. Of the nearly 200,000 people who responded to a government consultation also published last week, 81% said the BBC was serving its audience “well or very well”. People still like it, they still consume its services more than any other broadcaster’s and so, crucially, they would miss it. This report is in favour of reducing its audience — but, according to Mark Oliver, one of the study’s authors, “would still leave BBC reach at a level that would be sufficient to maintain support for the licence”.
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