Consumer trust in advertising has climbed to its highest level in five years, according to new research from Credos and reported by MarketingWeek. The latest Trust Tracker shows 40 percent of the UK public say they trust advertising in 2025, up from 39 percent in 2024 and 31 percent in 2021.
The improvement shows steady progress, even though public attitudes toward advertising remain mixed and sometimes contradictory.
A Mixed Picture Behind the Headline Number
The study surveyed around 2,000 people and found that trust levels vary widely. Only 11 percent say they are very trusting of advertising, while 29 percent describe themselves as fairly trusting.
At the same time, 25 percent of consumers say they distrust ads and 33 percent sit in the middle, saying they neither trust nor distrust them.
Researchers said positive and negative factors influence trust equally, creating a complicated relationship between audiences and advertising.
Suspicious or misleading ads remain a major driver of distrust. Issues such as scams, greenwashing, and manipulated imagery continue to shape public opinion.
Traditional Channels Lead the Trust Recovery
The biggest gains came from traditional formats.
Nearly 46 percent of people now trust television advertising, up from 33 percent in 2021. Cinema follows closely, with 42 percent saying they trust ads shown on the big screen.
Radio also ranks among the most trusted channels, showing that established media environments still hold strong credibility with audiences.
Digital channels saw progress too, though they continue to lag behind. Trust in influencer advertising rose to 25 percent, up from 19 percent in 2021. Social media advertising increased to 27 percent, compared with 20 percent four years earlier.
Why Trust Is Improving
The research highlights enjoyment as one of the strongest drivers of trust. Ads that entertain or connect emotionally are more likely to build positive perceptions with audiences.
At the same time, consumers are becoming more aware of advertising practices. That awareness creates tension. People enjoy advertising more, yet they remain cautious about authenticity and transparency.
What It Means for Brands
For marketers, the data shows that trust is rising, but the margin is small. A one point increase year over year signals progress, though expectations remain high.
Brands that focus on clear messaging and honest creative may find it easier to earn attention. Traditional media placements continue to offer a credibility advantage, while digital channels still work to close the trust gap.
The bigger takeaway is simple. Trust is improving, but it is fragile. Every campaign still needs to prove its value to audiences who are paying closer attention than ever.
