Whoops. New research conducted by YouGov for New Media Age finds 49% of social network users (from a sample of 1,650) rate ads on the likes of MySpaec, Facebook and Bebo as "baaaaaaaaad".

They told pollsters they didn't want ads appearing on their social net profile pages.

Says mad.co.uk: "These findings will come as a blow to those advocating advertisingon social networks as a way of pushing digital marketing spend upwards."

But peek under the stone of any media marketing survey and you'll find audience members who don't like ads. I'm one of them. We're preconditioned to believe that ads interrupt us, try to sell us things we didn't already want, rob us blind.

In reality, as the survey itself found out, 47% of people are indeed registered on a social networking site, with up to 71% penetration for younger people.

mad.co.uk: "In sample campaigns for Adidas and EA Sports, MySpace claimed thatadvertising offers over three times higher return on investment thanmore traditional online advertising."

However, only 10% of people said ads on social nets were trustworthy, 11% said they were informative and only 9% deem them more trustworthy than ads on other media. Long way to go, but social network advertising is already a multi-billion dollar business so, in a sense, we're already a long way there.