HPI observes that consumers are becoming increasingly intolerant of a certain kind of advertising. In July, 56% of consumers agreed that ’spending money on expensive TV advertising is irresponsible in the current climate’. That’s up from 46% just six months previously. I’m sure this isn’t a reaction to all advertising. Indeed, I know from recent focus groups that the rattling of the stick in the swill bucket is at the very least accepted as a necessary evil by most consumers.