The most important customer of advertising is the public. We track people’s attitudes towards advertising and, critically, their level of trust in our work.
The Value of Trust report provides insights and tools to practitioners across the advertising industry. For agencies, it evidences why it is so important to create enjoyable ads wherever possible. Brands can use it as a checklist of how to build trust, and how those decisions drive profitability. It also reminds media owners that building trusted platforms drives greater demand and, in turn, greater profitability.
The Works is our media partnership with Kantar and Marketing Week, a crucial initiative within our plan to increase public trust in advertising. It celebrates advertising campaigns that generate the most positive public response, sharing what marketers can learn from them. Marketing Week publishes an in-depth feature revealing each winner and analysing the campaigns, evidencing how advertising can drive positive responses from the public and fuel marketing success.
Trusted Advertising – How to harness the value of trust in your brand, published by Kogan Page and written by Matt Bourn and James Best, addresses the rising importance of trust as a competitive differentiator for brands.
The book helps the reader put trust at the heart of their advertising campaigns, bringing together the very best insights, research and case study examples, as well as more than 70 interviews with industry practitioners.
The ASA awareness campaign aims to reassure the public that advertising is a regulated industry and increase awareness of the work of the ASA. It will plays a key role in building trust in the adverts people see, which has shown a steady rise since the campaign’s inception, from 31% in 2021 to 42% in Q3 2025, according to our Credos Trust Tracker. This year’s campaign is also part of the ASA’s wider commitment to support responsible advertising.
Credos, the UK Advertising Industry’s think tank, has been measuring public trust in advertising since 2010. The survey is designed and run quarterly in collaboration with Kantar, based on a nationally representative sample of c.600 respondents. The new interactive trust dashboard will allow AA and Front Foot members to explore data on trust in advertising as a whole, including by media channel and against other industries. Users can search by demographics, years and more.
Trust in advertising has always been a cornerstone of our work. Through our research and analysis with industry think thank Credos, we have a deep understanding of what drives trust in advertising for the British public and how it impacts long-term commercial success. Our knowledge bank includes exclusive members-only reports that are full of insights and tools to help agencies and brands build trusted campaigns that will also help drive commercial success.
