Trust in Advertising: A Growing Concern for Brands and Consumers Alike

Trust in advertising is essential. There can be no two ways about it. Without consumer confidence, even the most well-crafted campaigns will fail to deliver results. 

Unfortunately, trust in the advertising industry has dwindled significantly over the past few decades. According to the latest figures (2023) from think tank Credos in partnership with the Advertising Association (AA), only 29% of Britons trust advertising. 

While this figure surpasses trust in the government and media (both at 26%), it still lags behind other industries, such as the medical sector (73%), banking (48%), and telecoms (43%).

Despite this, the 29% figure marks an improvement from the 23% recorded in 2021, thanks in part to the Advertising Standards Authority’s (ASA) high-profile TV campaign, which sought to reinforce public trust in the rigorous standards that govern the sector. 

However, the fact remains that trust in advertising has seen a dramatic decline over the years. In the early 1990s, trust stood at 48%, and in the 1980s, it was even higher.

The Erosion of Trust: A Post-Truth World

The reasons behind this decline are varied, as highlighted in a panel discussion at the AA’s LEAD 2025 event in Westminster this month. 

Featuring industry leaders such as Miranda Hipwell (Adam&EveDDB), James Murphy (Ogilvy), and Rak Patel (Channel 4), the discussion explored the root causes of advertising’s trust deficit.

Several factors have played a role, most notably the rise of social media and digital disinformation. The explosion of misleading content since the mid-2010s has blurred the lines between fact and fiction, making consumers more sceptical. 

Furthermore, the fragmentation of media consumption has contributed to this shift. Traditional broadcast TV advertising – once a staple of consumer culture – has lost its universal presence, leading to a fragmented advertising landscape where consumers no longer receive messages from a single, trusted source.

Murphy described the current era as a “post-truth world,” citing the move away from fact-checking on digital platforms and the increasingly polarised political climate. 

Although trust in advertising has seen a slight rebound, it is only in comparison to the decline of trust in other institutions.

Why Trust Matters More Than Ever

Trust is fundamental not only to advertising but to modern society as a whole. Without it, social cohesion breaks down, and institutions lose their credibility. 

In the business world, trust is directly linked to commercial success. Hipwell referenced Accenture Song’s research, which found that 53% of consumers actively avoid buying from brands they don’t trust. 

Similarly, Patel cited Thinkbox research, which identifies trust as the single biggest driver of profitability across all industries.

This marks a significant shift. As Hipwell pointed out, a decade ago, trust ranked only seventh in terms of its impact on brand effectiveness and commercial value. Today, it ranks second. 

This means that brands must do more than ever to demonstrate credibility in their advertising efforts. According to Hipwell, it is no longer enough to make bold claims – brands must uphold their promises and communicate with authenticity.

The Role of the ASA in Rebuilding Trust

If advertising is to regain consumer confidence, maintaining strict industry standards is paramount. 

This is where the ASA plays a crucial role. The UK’s advertising regulator ensures that all advertising content is subject to rigorous rules, helping to restore faith in the industry.

With the rise of AI-generated content, the ASA’s role is set to become even more vital. Artificial Intelligence presents new challenges in content manipulation, making clear regulatory frameworks more important than ever. 

Hipwell stressed the need for advertisers to hold themselves to the highest standards, particularly as other sectors begin to loosen their ethical commitments. Whether in DEI (Diversity, Equity, and Inclusion) initiatives, sustainability, or creative integrity, the industry must lead by example rather than follow a downward trend.

Quality Over Everything

The advertising sector has faced immense challenges in recent years, from the Covid-19 pandemic to the ever-increasing fragmentation of media consumption. 

But as Murphy argued, brands and agencies must continue to challenge themselves to keep quality high. Advertising’s role is not necessarily to shock or astound audiences – it is to be meaningful, beautiful, and useful, even within budget constraints.

A Call to Action: Prioritising Trust for Future Success

Ultimately, trust is not just a moral obligation; it is a business imperative. As the AA’s research demonstrates, trust is now a key determinant of financial success. Advertisers must recognise that they are operating in an increasingly cash-strapped and sceptical world, where consumers are more discerning than ever.

To navigate these challenges, the industry must remain steadfast in its commitment to high standards, transparency, and truthfulness. The ASA’s continued enforcement of advertising regulations will be critical, ensuring that brands adhere to best practices. 

Meanwhile, agencies must understand that in an era where consumer trust is hard-earned and easily lost, maintaining credibility is not just an ethical choice but a commercial necessity.

If brands and advertisers commit to truthful, high-quality, and responsible advertising, they stand to rebuild trust – not only in their own businesses but in the industry as a whole.