Which advertising claims make consumers most skeptical?
32%
32% say “the best in its category” is the claim that makes them most skeptical without further evidence.
n = 864 adults in the US and UK who had seen online advertising in the past month · Fielded September 2026 · Cherry Data Signals
Breakdown
What it means
Superlatives and science-language claims attract the most skepticism; star ratings attract the least.
Methodology
- Sample
- 864
- Population
- adults in the US and UK who had seen online advertising in the past month
- Country
- United States and United Kingdom
- Fielded
- September 2026
- Research by
- Cherry Data Signals
- Study
- Why Consumers Ignore Online Ads
Cite this statistic
Cherry Data Signals (September 2026). "Which advertising claims make consumers most skeptical?" Survey of 864 adults in the US and UK who had seen online advertising in the past month, United States and United Kingdom. https://cherrysignals.com/statistics/the-ad-claims-that-make-consumers-most-skeptical
Free to reproduce with attribution to Cherry Data Signals and a link to this page.
Related statistics
- What do people do first when an online ad appears?46%
- What makes people pay attention to an online ad?36%
- Which advertising habit annoys consumers most?34%
- Which type of evidence most strengthens an ad's claim?25%
- How often do ads differ from the offer after a click?70%
- How does repeatedly seeing the same ad affect brand opinion?73%
- Which advertising approach do consumers prefer for a product they have never bought?31%
- How many consumers have rejected a brand because of its advertising?55%
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