Just over 69 per cent of the public are reported to trust advertising to ‘some extent’ or ‘to a great extent’ devised from new research conducted by ComRes according to brandrepublic.com.

The figures suggested that although 65 per cent trusted advertising, some 56 per cent said that they trusted the ad industry itself.

With many large brands and government agencies turning to advertising strategies such as Internet marketing campaigns, it comes as no surprise that two-thirds of respondents believed that the advertising industry was vital to information campaigns, such as the recent drink driving campaigns as an example.

Previous Advertising Association surveys have revealed that there was a decline in trust towards the advertising industry over a 20-year period, with favourability dropping in 2009 to a low of just 29 per cent.

This year’s survey, commissioned by leading think tank agency, Credos, will be repeated year-on-year with the support of the Advertising Agency.

Karen Fraser, director of Credos, said: “It is encouraging to see that so many people recognise the social and economic value of advertising. It has a vital role to play in supporting social causes, helps other industries compete efficiently, and is a major employer in its own right.

“That said, there is more that the industry could do to build a more positive reputation among the public. Our research shows that favourability and trust come with understanding – this presents a clear opportunity for the industry to be more open and transparent about the rigour and self-regulation of its work.”

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