Trust in Advertising on the Rise: UK's Perception Shifts After a Decade
Recent studies indicate a positive shift in trust towards advertising in the UK as revealed by the Advertising Association. The industry's reputation is improving, marking a significant change from being the least trusted sector over the past ten years.
Advertising is no longer the UK’s least trusted industry, according to new research from the Advertising Association (AA) shared today (4 June).
For the first time in ten years, advertising is no longer at the bottom of the list when it comes to consumer trust. Surprisingly, the media and government are now considered the least trusted industries by the public.
Only 26% of UK consumers trust the government and media, while 30% now trust advertising, which is a 7% increase from 2022.
The medical profession is the most trusted industry, with 73% of people expressing trust in it. Banking follows closely behind at 48%, followed by telecoms at 43%, and energy at 32%.
Younger people tend to have higher trust in advertising compared to those over 55. About 50% of young people trust advertising, with online advertising being four times more trusted by them than by older individuals in the over-55 age group.
Television is considered the most trusted medium by 41% of consumers.
According to the 'Value of Trust' report by the AA and think tank Credos, there is a connection between trust and overall effectiveness. Trust has moved up from seventh to second place as a key factor in brand effectiveness and financial performance.
Dan Wilks, director at Credos, explains that the value of trust in advertising can be best understood through the '3R's of Trust: results, regulation, and recruitment. Trust in brands and advertising media leads to increased profits and overall effectiveness.
Various industry initiatives have played a role in building trust, such as the Advertising Standards Authority's trust campaign. This campaign has shown that people are twice as likely to trust ads after being exposed to it.
Credos and YouGov conducted a poll in January, surveying 107 MPs. In the report, it was revealed that 39% of the MPs trust advertising, while 33% distrust it, and 23% neither trust nor distrust it. Interestingly, the report also found that those who distrust the industry are five times more likely to support government regulation action.
According to Stephen Woodford, the CEO of the AA, the latest research shows that public trust in advertising is on the rise, especially among younger people. Woodford emphasizes the importance of continuing to build on this positive trend.
“Improving the public’s advertising experience, through more engaging creativity and well-planned media exposure, not only improves trust but drive better business outcomes too.”
Editor's P/S:
The Advertising Association's report highlights a significant shift in public perception, with advertising no longer being the least trusted industry in the UK. This positive development reflects the industry's efforts to address concerns and build trust through initiatives like the Advertising Standards Authority's trust campaign. The increasing trust among younger consumers is particularly encouraging, indicating a potential for sustained growth in the years to come.
However, the report also suggests a need for continued vigilance. The media and government remain the least trusted sectors, and a substantial minority of MPs distrust advertising. This underscores the importance of ongoing efforts to improve transparency, address ethical concerns, and demonstrate the value of advertising to society. By fostering a responsible and trustworthy industry, advertisers can not only enhance their reputation but also contribute to a more informed and engaged public.
