Young Audiences Drive Growing Trust in Advertising

Snapshot: For the first time in a decade, advertising is no longer the UK’s least trusted industry, overtaking both government and media in consumer trust rankings. The Advertising Association (AA) sees this as a turning point, emphasizing the need for continued investment in brand advertising and transparency efforts. The latest research shows advertising trust rising from 36% to 39% in the past year, with younger consumers leading the shift. While only 26% of UK consumers trust the government and 30% trust the media, the advertising industry has climbed past both.

The most trusted sectors remain the medical profession (73%), banking (48%), telecoms (43%), and energy (32%).

The generational gap in advertising trust remains significant. While 51% of 18-34-year-olds trust online ads, that number drops to just 14% among those over 55. TV and cinema continue to be the most trusted advertising channels across demographics, with younger consumers also showing growing confidence in social media and influencer marketing.

A key factor in the trust rebound has been the return of more engaging and enjoyable advertising, particularly humor-driven campaigns post-pandemic. Credos, the UK advertising think tank, also credits the Advertising Standards Authority’s (ASA) multichannel awareness campaign, which has helped reinforce the industry’s commitment to responsible advertising. Research found that those who had seen or heard ASA ads were more than twice as likely to trust advertising compared to those who had not.

Full story: MARKETING WEEK