Advertising has some work to do when it comes to encouraging trust and favourability among consumers – and, in turn, attracting new talent to the industry, research shows.

In Ipsos’s Veracity Index, advertising executives come bottom of a list of professions that survey respondents would generally trust to tell them the truth – below even the traditional bad guys: politicians, journalists and estate agents.

And at the Advertising Association’s LEAD conference last week, Karen Fraser, head of advertising think tank Credos, noted a long-term downward trend in favourability towards advertising.

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