Advertising as a national asset: trust, growth and responsibility

LEAD centred on a shared concern: trust is fragile, declining across society, and fundamental to the future effectiveness of advertising. Throughout the day, speakers returned to the idea that advertising does not exist in isolation; it is shaped by politics, media behaviour, technology, platforms, creators and wider public sentiment. 

Advertising, politics and national value 

Political contributions stressed that advertising plays a vital role in economic growth, funding free media, supporting creative industries and backing home-grown talent and brands. Advertising was repeatedly described as a national asset, yet one that is often misunderstood or undervalued by policymakers and the public. 

There was a strong message to the industry not to wait for political validation. Trust and recognition will not come automatically. Instead, advertising must actively demonstrate its value, show leadership and take responsibility for how it operates. If the industry fails to do so, government intervention is likely, and will almost certainly be more restrictive than self-regulation. 

Concerns were also raised about proposals that attempt to “fix” societal issues by restricting advertising, which were seen as blunt instruments that fail to address root causes and risk undermining free press and economic growth. 

Trust in politics, media and institutions 

A recurring theme was the collapse of trust in politics, with journalists describing a widening disconnect between political decision-making and real-world outcomes. Trust is driven as much by perceived integrity as by policy delivery. 

There was debate about the role of the media in this decline. While short, superficial interviews were criticised for reducing accountability, it was argued that political parties themselves increasingly avoid long-form scrutiny. This creates a cycle of low trust, risk aversion and public frustration, where anger is amplified by social media but difficult questions remain unanswered. 

The discussion reinforced that trust cannot be replaced by popularity. Political or media success without trust ultimately weakens relationships with the public. 

Trust and advertising effectiveness 

Based in his newly launched book, Trusted Advertising, written in partnership with Matt Bourn, James Best’s framed trust as foundational, not optional. Without trust, relationships fail, including the relationship between brands and people. Public trust is shifting away from institutions and towards individuals, increasing the power of creators and personal recommendation, while also raising expectations of authenticity. 

Research shared by Credos showed that overall trust in advertising is increasing, particularly among younger audiences, but remains complex and uneven. While TV continues to be the most trusted channel, trust has grown across all formats, including influencers and social media. At the same time, a significant minority actively distrust advertising. 

Importantly, distrust is often driven by factors adjacent to advertising, such as online scams, data breaches and the sense that digital environments are unsafe. Bombardment, repetition, irrelevance and suspicious advertising were identified as the strongest negative drivers, while enjoyment, emotional engagement and social contribution were the most positive. 

AI, authenticity and responsibility 

AI was discussed as both a powerful enabler and a growing risk to trust. While AI offers major opportunities in production efficiency, targeting, personalisation and fraud prevention, it also raises fears around deepfakes, loss of authenticity and transparency. 

Speakers agreed that the real issue is not whether AI can be trusted, but whether the industry can be trusted to use AI responsibly. Clear disclosure, watermarking, governance, skills development and human oversight were repeatedly highlighted as essential. There was broad agreement that AI works best when combined with human creativity, intent and judgement, not as a replacement for them. 

Creators, co-creation and growth 

The creator economy was positioned as a core growth engine, not a tactical add-on. Panellists highlighted ongoing barriers including lack of recognition, inconsistent standards, limited access to finance and skills gaps. However, investment in creator marketing is increasing rapidly, particularly where creators are integrated into broader brand and media strategies. 

Trust, relevance and co-creation were seen as central to success. Campaigns driven by creator insight, rather than imposed brand messaging, were consistently cited as more effective. Listening, long-term partnerships and alignment between creator, product and audience were emphasised as critical. 

Fraud and the erosion of trust 

The scale and human impact of online fraud emerged as one of the most urgent threats to trust in advertising. Fraud was described not only as an economic crime but as a source of significant emotional harm, loss of confidence and, in extreme cases, severe mental health consequences. 

Fraudsters exploit advertising systems at speed and scale, targeting vulnerable groups. While platforms, regulators and industry bodies are investing heavily in detection, verification and intelligence sharing, there is clear consensus that no single solution will fix the problem. Progress depends on collaboration, shared standards, faster response mechanisms and meaningful consequences for offenders. 

Key takeaway 

LEAD concluded with a clear call to action: trust must be treated as a commercial and societal KPI, not a by-product. Responsible growth depends on quality, relevance, transparency and collaboration across the entire advertising ecosystem. The industry has both the opportunity and the obligation to lead, but trust must be earned continuously, not assumed.