{"id":70073,"date":"2020-03-04T16:21:31","date_gmt":"2020-03-04T16:21:31","guid":{"rendered":"https:\/\/www.strattoncraig.com\/insight\/our-five-key-takeaways-from-the-advertising-association-trust-paper\/"},"modified":"2025-03-07T17:11:08","modified_gmt":"2025-03-07T17:11:08","slug":"our-five-key-takeaways-from-the-advertising-association-trust-paper","status":"publish","type":"post","link":"https:\/\/www.strattoncraig.com\/us\/insight\/our-five-key-takeaways-from-the-advertising-association-trust-paper\/","title":{"rendered":"Our five key takeaways from the Advertising Association Trust Paper"},"content":{"rendered":"

Need a quick round-up of the recent <\/span>Advertising Association (AA) trust paper<\/span><\/a>? Here are our top five insights from the report, as well as our take on what they mean for the world of written communications.\u00a0\u00a0<\/span><\/p>\n

1. Advertising is the least trusted industry<\/span><\/h3>\n

Trust in advertising has been falling since the 1990s, when around 50% of the public felt favourably towards the industry. Now, just 25% of people view advertising in a favourable light. Advertising has slipped into last place when it comes to the industries we trust, behind even energy and banking.\u00a0<\/span>
\nAs you might have seen in our recent <\/span>blog about The Edelman Trust Barometer<\/span><\/a>, trust is something we value more than ever.\u00a0<\/span>
\nThe AA asserts that, if banking and energy have found ways to foster public trust, advertising needs to do the same. And it\u2019s not too late to do so either, as research found that the industry is still seen as a \u2018good thing with downsides\u2019, and a cause for annoyance rather than genuine concern.<\/span><\/p>\n

2. 97% of people think \u2018advertising\u2019 also covers other types of marketing and promotion<\/span><\/h3>\n

While the AA\u2019s report primarily offers guidance to the advertising industry, it points out the vast majority of consumers group other kinds of marketing and promotion into the same bucket. This could mean that other forms of promotion, like content marketing, might be viewed with as much suspicion and irritation as billboards and online ads. So, it\u2019s important for anyone using written or visual mediums for sales to consider transparency and integrity as key factors in maintaining the impact of your communications.\u00a0<\/span><\/p>\n

3. \u2018Bombardment\u2019 is the public\u2019s biggest concern about advertising<\/span><\/h3>\n

Unsurprisingly, the number one thing irking the public about ads is how repetitive and obtrusive they can be. Many of us also worry about how invasive advertising sometimes feels, particularly ads that follow us around the internet even after we\u2019ve bought the product.\u00a0<\/span>
\nThough this raises questions about how tech companies use our data to target us, these findings could encourage brands to step away from intensive advertising campaigns. The AA suggests that reducing the frequency of adverts is also likely to benefit companies financially. It could free up budgets for other marketing strategies that feel more genuine and build better relationships with new and existing customers.\u00a0\u00a0<\/span><\/p>\n

4. Favourability and trust in advertising are driven by how responsible the industry is<\/span><\/h3>\n

Independent think tank Credos found that the advertising industry needs to be more responsible if it wants to build people\u2019s trust. Credos\u2019 findings echo those in The Edelman Trust Barometer, which revealed that ethics are <\/span>three times more important<\/span><\/a> in establishing stakeholder trust than an industry\u2019s perceived competence.\u00a0<\/span>
\nAnd, while the ASA makes sure that all advertising meets its standards, the AA suggests that companies need to self-regulate too. Producing content that is straightforward, honest and clear needs to be a priority if the ad world wants to turn its reputation around.\u00a0<\/span><\/p>\n

5. Showing how advertising can affect social change is a major priority\u00a0<\/span><\/h3>\n

Following the ASA\u2019s <\/span>2017 \u2018gender stereotype\u2019 ban<\/span><\/a>, the AA wants the ad industry to become more aware of the cultural impact great ads can have. It has formed the UK\u2019s Chapter of the Unstereotype Alliance, which encourages companies to get rid of lazy and harmful gender-based stereotypes. The alliance also works to promote socio-economic, race, age and ability diversity across the ad world.<\/span>
\nUnilever found that when it tested progressive ads through Kantar Millward Brown, the ads created 25% more branded impact and were viewed as 21% more credible than previous campaigns. So, it\u2019s clear that there\u2019s an appetite for socially responsible and progressive ads, rather than those relying on the same old tired tropes.\u00a0<\/span><\/p>\n

Building trust is key<\/b><\/h2>\n

Our take on this report is that consumers feel jaded by aggressive advertising and it\u2019s damaging the overall reputation of marketing. As the ASA implements tighter controls to make sure adverts are accurate and transparent, companies might be looking for different strategies to promote their brand.\u00a0<\/span>
\nCarefully curated content and a well-implemented content strategy can complement advertising, drawing people to your brand, products and services without an overtly sales-y feel. By offering your audience genuine and thoughtful content you can earn their attention, loyalty and trust.\u00a0<\/span>
\nLooking to make your content more trustworthy? Get in touch and see how we can help you.<\/span><\/p>\n

More from Stratton Craig<\/h2>\n

Read our recent blog on trust here:\u00a0The right words can\u2026 build trust in an untrusting world<\/a>
\nRead more from Sophie here:\u00a0How construction copywriters can make the scale of the industry comprehensible<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"

Need a quick round-up of the recent Advertising Association (AA) trust paper? Here are our top five insights from the report, as well as our take on what they mean for the world of written communications.\u00a0\u00a0 1. Advertising is the least trusted industry Trust in advertising has been falling since the 1990s, when around 50% […]<\/p>\n","protected":false},"author":10,"featured_media":56555,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"inline_featured_image":false,"footnotes":""},"categories":[305,314],"tags":[516,458,460],"class_list":["post-70073","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-content-strategy-us","category-copywriting-us","tag-advertising-us","tag-content-marketing-us","tag-copywriting-us"],"acf":[],"yoast_head":"\nOur five key takeaways from the Advertising Association Trust Paper<\/title>\n<meta name=\"description\" content=\"Trust in advertising is at its lowest ever. 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