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In this episode of the IAB UK Podcast, we’re joined by Matt Bourn from the Advertising Association to explore the themes behind his new book, Trusted Advertising: How to Harness the Value of Trust in Your Brand.

As trust becomes an increasingly important, and complex, part of the advertising landscape, we unpack how it has evolved over time, what’s shaping consumer attitudes today, and why context, creativity and environment all play a role in building (or eroding) trust.

From the rise of creator marketing to the impact of AI, the conversation looks at how trust operates across the entire ecosystem, and what advertisers should be thinking about if they want to earn and maintain it.

We also discuss the role of industry standards, the challenges of digital environments, and the one key takeaway brands should consider when it comes to building trust in a rapidly changing world.

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Earning Trust in a Sceptical Age: Trusted Advertising