Trusted Advertising: How to Harness the Power of Trust in Your Brand available to order now
LONDON, FEBRUARY 3rd 2026: A new book, Trusted Advertising: How to Harness the Power of Trust in Your Brand, makes the case for every advertiser to put trust at the heart of their advertising campaigns and will be published on February 3, 2026 in the UK and internationally by Kogan Page. It has been written by Advertising Association Communications Director, Matt Bourn, and the Chair of the Committees of Advertising Practice, James Best CBE. The book looks at every aspect of trust, from what is happening to trust in the 21st century, through to the creative techniques that help build trust in a brand.
Bourn and Best interviewed over 70 industry leaders to bring together a definitive guide to harnessing the value of trust in brands. With real-world examples from brands such as McDonald’s, Tesco and Specsavers, along with insights from organisations including Google, WPP and the Advertising Standards Authority, the book aims to become every advertiser’s go-to guide for creating trusted, effective campaigns.
The publication of Trusted Advertising on February 3, 2026 comes during the Advertising Association’s centenary year, reaffirming the trade body’s founding principle of building public confidence in advertising.
The announcement follows an exclusive preview event held on January 27 at the Advertising Standards Authority (ASA), attended by industry leaders and key contributors. (See attached photos).
Matt Bourn said: “Trust is under intense scrutiny, whether that’s trust as entertainment in the form of Traitors, or trust between nations shaping geo-political issues. Being trusted and trustworthy matters, which makes it even more important to understand how your advertising can help to build trust in your brand.”
James Best said: “Trust in advertising is more vital than ever in determining the choices people make – and is now proven to give brands a critical commercial edge. Brands can win by putting trust at the heart of their advertising – this book explains how.”
Key themes covered in the book include:
- The dynamics of trust in the 21st century
- The importance of trusted media environments
- Trust in the age of AI and the influencer
- The risks of not being trusted
- The creative techniques that build trust
Testimonials about Trusted Advertising:
“You can’t see it, or smell it or touch it, but trust, along with creativity, is the most valuable quality of effective advertising. This fascinating and comprehensive book shares all the insight that the industry has amassed over the years on the subject of trust. It lists the achievements but is honest about the ongoing challenges that an evolving media landscape inevitably brings.” Tess Alps, Mackintosh Medal winner, Founding CEO of Thinkbox, NED at Channel 4 and Comic Relief Trustee
“One thing that always fascinates me from the annals of true-life crime are the convoluted mechanisms people must resort to when they pay a bribe, buy off a blackmailer or deliver a ransom payment (think of Strangers on a Train). These devices are emblematic of the extraordinary high transaction costs involved in any economic activity when trust is completely absent. Perhaps the greater part of economic activity cannot take place at all in the absence of a high level of trust, and without the assurance of some kind of reputational skin in the game. And yet until recently the whole of economics ducked this question entirely. Thankfully two of the most reputable (an interesting word that, when you think about it) names in advertising have now come together to set the record straight.” Rory Sutherland, author of Alchemy and President Emeritus, Ogilvy UK
“If an advertiser is not trusted, everything else is academic. This timely book reminds us of the key components of trust in an age where it is in short supply.” Paul Bainsfair, Director General, Institute of Practitioners in Advertising
“Many valuable things in life are intangible. Trust is one. But it’s an essential element in building brand preference and customer loyalty, and this excellent book will help you turn trust into a real and tangible asset.” Kathryn Jacob, CEO of Pearl & Dean and co-author of Belonging, The Glass Wall and A Year Of Creativity
About the Authors
Matt Bourn is Director of Communications for the Advertising Association, covering the industry’s initiatives around trust, talent, inclusion and sustainability. In his 25 years’ experience, he was Managing Director of Braben, working for companies such as Sky, Disney and Sony. He is co-author of Sustainable Advertising, also published by Kogan Page.
James Best CBE FIPA is Chair of the UK Committees of Advertising Practice (CAP) and of Credos, the ad industry think tank. With 50 years’ experience in the advertising industry, amongst numerous roles, he has been Chair of the Advertising Association, President of the EACA, Chief Strategy Officer of DDB Worldwide and Chair of BMP DDB.
