From distrust to influence: How advertisers can rebuild consumer confidence

Advertising has a trust problem. Consumers are skeptical, and for good reasons. Misinformation floods their feeds; ad saturation makes them tune out and opaque algorithms dictate what they see. Brands aren’t just caught in the crossfire – they’re often funding the very problem they need to solve.
Take a step back, and the stakes become clear. In 2024, Advertiser Perceptions warned that brands are losing control over where their dollars land, unintentionally backing low-quality or outright misleading content. Meanwhile, a New York Times investigation revealed how social media algorithms prioritize sensationalism over truth, warping reality for the sake of engagement. The result? A fractured media landscape where consumers don’t know how, or who, to trust.