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A report from industry think tank Credos prompts plan to rebuild trust from senior marketers.

The finding continues a long term decline in public perceptions, which started at 48% favourability when the tracker began in 1992. Credos used a combination of qual and quant methods and not all the results were negative.

Positive attitudes “slightly outweighed” negative ones in a factor analysis and less than a third of those surveyed were actively unfavourable towards advertising. But participants also reported feeling bombarded by obtrusive and irrelevant messages and expressed concern that vulnerable groups were not adequately protected.

The president of the Advertising Agency, Unilever’s Keith Weed, said in response that “Without trust, advertising has no future” and outlined a five point plan, including raising consumer awareness of the industry regulator the Advertising Standards Agency and data watchdog the Information Commissioner’s Office.

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[6 minute read]

 

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