Health and financial claims in programming - audience attitudes to potential harm

OFCOM · awarded 9 October 2025

Who

Buyer	OFCOM London
Supplier	Ipsos UK
Category	services
Classification	Market research services CPV 79310000
Notice published	10 November 2025

What it is for

Ofcom would like to commission a qualitative research project to update our understanding of audiences' attitudes towards content involving 'health and financial' claims in programmes, their views on the potential for such claims to cause harm, and their opinions on the adequacy of the types of protections broadcasters should put in place to mitigate the risk of harm. This updated research will provide Ofcom with evidence to continue to inform our decision-making. Specific research objectives include: - Explore audience attitudes to health and financial claims made in general and in religious programming, on linear TV, radio and VoD services. - Explore audience attitudes to the potential for harm from programming, including the extent to which, and the ways in which, it might present a risk of harm to audiences in general and specific factors which may increase the potential for harm to vulnerable people. - Explore whether audiences think broadcasters can limit potential harm effectively, such as through messages or warnings broadcast to viewers and listeners (e.g. advising audiences to consult a qualified medical practitioner).

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