Qualitative Research on Audience Attitudes to Health and Financial Claims in Programming

About

OFCOM awarded a contract to Ipsos UK for a qualitative research project to update understanding of audience attitudes towards content involving health and financial claims in programmes, views on the potential for such claims to cause harm, and opinions on the adequacy of protections broadcasters should put in place to mitigate the risk of harm.

The research objectives included exploring audience attitudes to health and financial claims in general and in religious programming on linear TV, radio and VoD services; exploring attitudes to the potential for harm from programming, including factors that may increase the potential for harm to vulnerable people; and exploring whether audiences think broadcasters can limit potential harm effectively, such as through messages or warnings advising audiences to consult a qualified medical practitioner.

The contract value was AUD 131,695.