Advertisers are failing to properly represent LGBTQ+ people in ads, according to a new report, which comes as inclusivity within marketing is facing increased scrutiny amid heightened political tension.

The study—the first of its kind from a partnership between GLAAD and Kantar—includes an Advertising Index on which all U.S. LGBTQ+-inclusive ads scored “insufficient” or lower. “We see this index as a guide for how marketers can get this right,” said Meghan Bartley, director of agencies, brands and engagement at GLAAD Media Institute.

Related: Pride Month marketing guide for brands

The report examined more than 400 ads from 2022 and found that just 3%, or 14 ads, had LGBTQ+ representation. Those ads were evaluated on a 5-point scale including the kind of representation on screen, when and where the ad aired—if only in June during Pride Month, for example—and the length of time LGBTQ+ people were on screen. Each ad could receive a “failing,” “poor,” “insufficient,” “good” or “excellent” rating. All of the LGBTQ+ ads that were measured received “insufficient” or lower.

“In the U.S., LGBTQ+ representation is increasingly key,” said Valeria Piaggio, head of diversity equity and inclusion at Kantar. “We know that positive representation helps in diminishing stereotyping and discrimination and hate toward the community that today is under attack.”

The new report comes at a time when marketers are increasingly grappling with anti-LGBTQ+ voices. Bud Light has struggled to deal with conservative backlash from its promotion earlier this spring with transgender influencer Dylan Mulvaney. Similarly, Target removed some Pride merchandise from its stores after complaints. More brands are staying silent on Pride Month marketing and activations for fear of boycotts and customer alienation.

Read more: Bud Light’s struggles have been a ‘wake-up call’

One issue GLAAD and Kantar found is that LGBTQ+ celebrities in ads are “the least effective drivers for storytelling.” The 2023 Super Bowl, for example, had five commercials with LGBTQ+ representation but could have been more successful, according to Anna Wilgan, VP of product marketing at Kantar. The survey portion of the report found that 54% of respondents rank displays of empathy and humanity the most important in ads; similarly, 54% of respondents ranked realistic stories as the most important.

“We found that using a celebrity wasn’t as effective because people weren’t always tying an Elton John with the community,” she said. “They were craving more human stories.”

Also read: Super Bowl ads reflect waning DE&I commitment

The report advises brands to focus on quality and deeper storytelling in order to better include the LGBTQ+ community and also drive sales and awareness goals. Kantar and GLAAD found that 88% of LGBTQ+ consumers and 79% of non-LGBTQ+ consumers feel brands should “strive for positive, multidimensional and human representation” with LGBTQ+ representation in ads and content.