Confidence in spotting ads often misses the mark
UK, 2025: 37% of search users aged 16+ were confident about spotting ads but failed the sponsored-link task. 45% were both confident and correct.
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UK, 2025: 37% of search users aged 16+ were confident about spotting ads but failed the sponsored-link task. 45% were both confident and correct.
Bars start at zero and show source values in one unit.
- Confident and correct % of UK search engine users aged 16+ in the stated group
2025: 45
- Confident but wrong % of UK search engine users aged 16+ in the stated group
2025: 37
- Not confident but correct % of UK search engine users aged 16+ in the stated group
2025: 7
Published estimates from one source are compared. Overlapping groups are not added as separate people; association is not causation.
Ofcom ©, Adults’ Media Use and Attitudes 2026. UK ages 16+, surveyed September 29–November 28, 2025. Each measure retains its own denominator; age and user group are labelled. Rounded estimates, intervals not imported. Methodology changed, so older years are not spliced into a trend. Task responses do not measure general intelligence; views of social media do not prove its effects.
A question for this picture
What changes for another age group or period?