Advertising is widely distrusted compared to most other industries, but new Credos research identifies the levers that drive both trust and distrust and recommends what should be done to change the conversation. 

Why it matters

Consumers are innately sceptical of salespeople. Ads are no different, but new Credos research finds that high quality advertising that entertains and engages is the biggest driver of public trust. Probably more important, however, is what diminishes trust: bombardment, suspicious activity, and a perceived lack of regulations are areas that the industry can fix.

Takeaways

• An ad’s creative and entertaining qualities matter most to building...