The perception of advertising in the UK has seen a noticeable uplift in trust, climbing from 36% to 39% over the past 12 months, according to the latest research by the Advertising Association (AA).
This increase is primarily attributed to younger generations, with trust in ads among 18-34-year-olds rising by an impressive 16 percentage points since 2022.
However, the trust gap between age groups remains evident, with those over 55 showing a modest three-point increase in trust during the same period.
A Generational Divide in Trust
The research, supported by the UK advertising think tank Credos, highlights a significant generational divide in attitudes toward advertising.
Younger audiences, particularly those aged 18-34, are nearly three times more likely to trust advertising than their older counterparts. Over half (51%) of 18-34-year-olds trust online advertising, compared to 34% of 35-54s and a mere 14% of over 55s.
Social media and influencer marketing reflect this divide starkly.
While 47% of 18-34-year-olds trust social media ads and 45% trust influencer marketing, trust levels drop sharply among over 55s, with only 7% trusting social media and just 6% trusting influencer marketing.
Trust Across Media Channels: TV and Cinema Lead the Way
Across all age groups, trust in traditional media channels such as TV and cinema continues to outperform digital formats.
TV remains the most trusted medium for those aged 35-54 (49%) and over 55 (31%). Cinema, however, is the preferred choice for 18-34s, with 56% placing their trust in this channel.
These findings underline the continued importance of brand advertising investments to maintain and build consumer trust.
Why Trust in Advertising Is Growing
Several factors have contributed to the rise in trust in advertising during 2024. According to the Director of Credos, the return of humour in festive advertising, a trend that gained momentum post-pandemic, played a key role.
Additionally, improved ad experiences in certain channels, including BVOD (broadcaster video on demand) and influencer marketing, have bolstered trust among younger demographics.
The Advertising Standards Authority (ASA) also contributed to the uptick in trust. Its multichannel national ad awareness campaign, now in its third year, has significantly raised public awareness of regulatory systems within the industry.
October 2024 campaign research revealed that 36% of UK adults recalled seeing or hearing the ASA’s ads, with those exposed to the campaign being more than twice as likely to trust the advertising industry compared to those who were not.
ASA’s CEO reaffirmed their commitment to fostering responsible advertising. They expressed optimism about continuing this momentum into 2025 with an even more robust awareness campaign aimed at driving trust in advertising further.
Advertising No Longer the Least Trusted Industry
The rise in trust marks a turning point for advertising, which, until June 2023, was ranked the least trustworthy industry for over a decade.
While advertising has now surpassed the government and media in trustworthiness, with 30% of UK consumers expressing trust, it still trails behind more established industries such as medicine (73%), banking (48%), and telecoms (43%).
Building Towards a More Trusted Industry
The steady rise in trust across all age groups, particularly among younger generations, is a positive signal for the advertising industry.
However, the generational divide in trust underscores the need for continued efforts to engage and reassure older demographics. With initiatives like the ASA’s awareness campaign and a renewed focus on delivering enjoyable and relevant ad experiences, the industry is well-positioned to strengthen its reputation.
As the advertising ecosystem evolves, fostering transparency, innovation, and responsible practices will be essential. If the momentum continues, advertising’s trustworthiness could translate into greater benefits for consumers, brands, and the economy as a whole.
