Consumer trust in most forms of advertising and communication has fallen in the past two years, according to Nielsen research.
This includes radio & TV ads, company emails & websites and newspaper editorial content.
And it's not just in the UK. The Global Survey of Trust in Advertising polled 30,000 online respondents in 60 countries.
Ironically, the three least trusted – mobile ads, text ads on mobiles and ads on social networks – increased in trust over the past two years.
Most Trusted: Personal recommendations (trusted to some degree by 81% of UK respondents) were the most trusted format, and were most likely to lead to some form of action being taken by consumers (71%).
Time to review your marketing methods?