Perception of Trustworthiness of Advertising Varies Across Media Types

Consumers continue to tell us they have greater trust in ads in traditional media.
While the greatest trust is expressed for advertising in newspapers, ads in all traditional media enjoy the trust of at least a majority of Canadians.

The lower overall trust levels for online advertisements are in part driven by those consumers 65 years and over – they are less likely than others to say they find online ads trustworthy.

Consumers enjoy favourite products and services in their daily lives. Thus, it is not surprising they perceive ads for their favoured brands through a different lens than they do for products they don’t know or like.

Source: ASC Research Consumer Perspectives on Advertising 2015