Advertising.com's first European Publisher Study found that publishers recognise the potential brand risks associated with UGC, but also acknowledge the benefits of audience interaction.
The findings show that UK publishers understand advertisers' concerns around UGC. They cited negative associations with UGC as a challenge, but one which can be overcome by policing content.
The primary suggestions among respondents were to monitor uploads prior to exposure, employ dedicated moderators and automated filtering technologies in order to protect advertisers' brands.
But concerns around UGC were balanced by positive comment. British respondents have noted that UGC increases the time audiences spend interacting with sites, the best measurement of audience engagement according to Nielsen/NetRatings.
The number of UK respondents planning to offer UGC on their sites confirmed this positive outlook and supports wider industry growth. Some 63 per cent of respondents already host UGC, with a further 13 per cent stating they will offer it within 18 months.
"As with any growing medium, the industry is still exploring the potential of user generated content," said Brendan Condon, managing director of Advertising.com International.
"It lends itself extremely well to some brands, for example consumers on travel websites have benefited from forums and customer review sites where they can share customer experiences and make an informed choice."
"Advertisers should ensure they partner with networks who have strong internal monitoring systems and who work with the wider industry to help set guidelines," he added.
The study surveyed Advertising.com's European publisher partner network.
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