In this short presentation, Dan Wilks, Director of Credos, talks through the drivers of trust in advertising.
The slides are available for members to download here.
Test your knowledge with our quiz!
- According to the 2025 research, which factor remains the primary driver of distrust in advertising?
A) Bombardment
Correct!
B) Data privacy concerns
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C) Suspicious advertising
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D) Advertising to vulnerable people
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2. Within the category of ‘bombardment’, which specific element is identified as the greatest source of annoyance for consumers?
A) The sheer volume of ads shown
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B) High frequency of ad repetition
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C) Obtrusion or interruption of the experience
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D) Irrelevance of the ad content
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3. What is a significant secondary consequence of the rise in suspicious advertising and scams?
A) It has made consumers more likely to engage with AI-generated ads
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B) It has forced most businesses to stop using online ads
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C) It erodes trust in legitimate advertising as well
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D) It has led to a total cessation of influencer marketing
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4. What percentage of people in the 2025 study claimed to generally enjoy the advertisements they see and hear?
A) 37%
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B) 63%
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C) 50%
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D) 17%
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5. What solution did study participants prioritise to help manage the risks associated with AI and scams?
A) The total banning of all influencer led-commercial content
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B) Disclosure and regulation to provide more control
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C) Increased use of AI to filter out bad advertisements
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D) A shift back to purely print-based advertising media
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