The Global Survey of Trust in Advertising, from Nielsen, polled 30,000 online respondents in 60 countries. It revealed that, in the UK, editorial content saw the biggest decline in trust (down 8% points to 54%), followed by emails that consumers sign up for (down 7% to 56%) and newspaper and radio ads (both down 6%).

Of the 19 ad formats covered in the report, only the three least-trusted — mobile ads, text ads on mobiles and ads on social networks — have increased in trust over the last two years. Thirteen saw a decline, and three were unchanged (personal recommendations, online video ads and online banner ads). Personal recommendations remain the most trusted form of advertising or communication, trusted to some degree by 81% of UK respondents. It is now the only form trusted by more than 60% of UK respondents.

“While advertisers have started to follow consumers online, about a third of online advertising campaigns don’t work – they don’t generate awareness or drive any lift in purchase intent,” said Nielsen’s EVP of marketing effectiveness for Europe, Terrie Brennan. “More than ever, consumers are in control of how they consume content and interact with brands, so understanding ad resonance across screens is now the only way to successfully drive memorability and brand lift.”