Advertising Integrity: Ipsos Trustworthiness Index of Advertising Executives
The Ipsos Trustworthiness Index for 2024 highlights public trust in advertising executives across different countries. This data reflects varying levels of confidence in the integrity and credibility of professionals in the advertising industry worldwide.
Which countries have the highest trust in advertising executives in 2024?
India – 44%
Indonesia – 35%
Thailand – 31%
Philippines – 31%
Mexico – 29%
South Africa – 24%
Colombia – 23%
Singapore – 23%
Malaysia – 23%
Brazil – 21%
Which countries have the lowest trust in advertising executives in 2024?
Japan – 11%
Sweden – 11%
Poland – 12%
South Korea – 12%
Hungary – 13%
Canada – 13%
New Zealand – 13%
Australia – 14%
Belgium – 14%
Netherlands – 14%
How does trust in advertising executives compare to previous years?
India saw significant growth in trust, rising from 35% in 2023 to 44% in 2024, maintaining its top position. Indonesia also increased from 32% to 35%. Meanwhile, trust in the United States grew slightly from 15% to 16%, showing gradual improvement but remaining below the global average.
Where does the United States rank in trust in advertising executives?
The United States ranks 10th with 16% trust in advertising executives, sharing this position with Ireland and Germany. This reflects modest confidence compared to higher-ranking countries such as India and Indonesia.
Which regions report the highest trust in advertising executives?
Asian countries, including India, Indonesia, Thailand, and the Philippines, dominate the upper ranks, indicating stronger confidence in advertising professionals. Latin American countries like Mexico and Colombia also rank highly, while European nations and Japan report the lowest levels of trust.
What factors influence trust in advertising executives globally?
Countries with higher trust levels often experience effective advertising practices, ethical standards, and positive consumer experiences. Conversely, lower trust may reflect skepticism towards advertising tactics, misinformation, or perceived manipulation in media campaigns.
