NEWS7 October 2021

Trust in advertising rises

Media News Trends UK

UK – Public trust in advertising has increased over the last six years, with the quality and social contribution of adverts the biggest drivers of trust in the industry, according to research from advertising think tank Credos.

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In a report, Rebuilding Public Trust in UK Advertising, Credos said that public trust in advertising had risen 25% since a low point in 2015, partly due to an increase in the public’s knowledge of the work of the Advertising Standards Authority (ASA).

The report found that high-quality advertising that entertains and engages had the biggest positive impact on public trust in the industry, with Credos scoring it 32 out of 100.

The results are based on findings from the ComRes public trust quantitative tracker, which surveys 22,718 adults online, in addition to an online survey of 2,010 people and 48 people selected for qualitative digital tasks.

The study found that the social contribution of advertising, such as promoting health messages or climate change, was the second biggest factor in public trust in advertising, with a score of 10 out of 100.

Bombardment and misleading and invasive advertising techniques were among the biggest reasons why people mistrusted advertising, according to the report.

People who mistrusted advertising were also of the view that there aren’t enough regulations on the industry, although Credos recommended increasing awareness of the ASA’s work to address the issue.

The report also recommends reducing excessive bombardment, frequency and re-targeting in advertising, focus on data privacy and demonstrate the industry’s commitment to advertising as a driver of social change.

Stephen Woodford, Chief Executive, Advertising Association, said: “The public’s trust in our work isn’t a nice-to-have, it’s a must-have.

“As all the evidence shows, trust pays – with better returns on campaigns and better long-term value for the brands they support.”