Trends Report

Bad Ads: All The Ways Ads Misbehave And How To Stop Them

January 22nd, 2024
With contributors:
Emily Collins , Melissa Bongarzone , Jay Pattisall , Sandy Carielli , Tina Moffett , Shynise McElveen , Christine Turley


All marketers suffer the consequences of ads that use inappropriate or malicious content to confuse or scam consumers. Members of Forrester’s ConsumerVoices Market Research Online Community (MROC) say that exposure to any bad ad erodes their trust in all advertising and brands. And the problem is about to get much worse thanks to generative AI (genAI) and the reach of modern advertising technology (adtech). This report helps marketers understand the different types of bad ads, the damage they do, and provides three steps they can take to stop bad ads.

Want to read the full report?

Contact us to become a client

This report is available for individual purchase ($1495).

Forrester helps business and technology leaders use customer obsession to accelerate growth. That means empowering you to put the customer at the center of everything you do: your leadership strategy, and operations. Becoming a customer-obsessed organization requires change — it requires being bold. We give business and technology leaders the confidence to put bold into action, shaping and guiding how to navigate today's unprecedented change in order to succeed.