WASHINGTON, D.C. — Brand safety concerns have long led many advertisers to avoid placing their products on news websites, fearing association with negative or controversial headlines. However, recent research and industry analysis from various sources suggest this strategy may be ill-advised, with data indicating that advertising in trusted news environments can be highly beneficial for brands.
“When a brand appears in a trusted news environment, it doesn’t just gain exposure—it gains credibility. This is the halo effect of strong journalistic brands,” said Tini Sevak
A 2025 opinion piece in Yahoo! News titled “Brand advertising on news sites isn’t risky, it’s absolutely necessary” highlights that brands are missing out on a highly engaged and desirable audience by avoiding news platforms. The article cites research from Stagwell’s Advertising Impact Study, which found that the average “purchase intent” among “news junkies” is 66%, significantly higher than the general population. The study also noted that these engaged audiences are more likely to trust brands and recommend them to others.
This positive effect is often referred to as the “News Trust Halo.” According to a 2020 report from the Interactive Advertising Bureau (IAB), 84% of consumers believe that advertising within the news either increases or maintains brand trust. The report further suggests that consumers are more likely to consider making a purchase after being exposed to an ad on their preferred news source. The IAB’s research concludes that advertising in news environments can lead to increased brand trust and a positive return on investment.
A separate study by Newsworks, a U.K.-based media organization, found that ads on trusted news platforms experience 1.5 times higher perceived trust compared to those advertising elsewhere. As reported by NewsGuard, a Fortune magazine poll of 1,500 Americans found that 65% believe it’s important for companies to advertise in the news, and 66% have a more positive perception of companies that do so. The data points to a strong consumer expectation for brands to support professional journalism.
Despite these findings, the risk of a brand’s ad appearing next to misinformation remains a concern. A 2024 study cited by AdNews found that brands unintentionally send over $2.6 billion in advertising revenue to misinformation publishers annually. However, this is largely attributed to automated ad placements lacking human oversight, not the news environment itself. As Tini Sevak from CNN stated in a Press Gazette article, the fear of advertising on news sites is based on a “myth” and that reputable news organizations are among the safest and most effective environments for advertising.