Public trusts estate agents more than ad people

The Australian public’s trust in the advertising profession has hit a new low, according to a new survey.  

The research, carried out by Roy Morgan asked consumers to rate various professions on their ethics and honesty.

Only 6% of those polled said that they would rate those in advertising’s ethics as high or very high.

The number is the worst ever for the advertising industry in the survey which has been conducted annually since 1979. The (not very) high spot for trust in advertising was in 2002 when 13% of people said they thought the industry had high ethics.

Of the 30 professions covered, only used car salesmen fared worse, on 3%.

But most of the media and marketing industry fared badly. Public opinion pollsters scored 23%; talkback radio announcers 15%; TV reporters 14%; and newspaper journalists 9%.

At the other end of the table, nurses scored 89% and doctors 82%.

The findings were based on a telephone survey of 687 people aged over 14 taken earlier this month.


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