Ad council report has a message for celebrities, education sector

At a macro level, the study, Trust in Advertising, found that 80% people tended to believe advertising messages across media rather than being sceptical of them

Five years after it conducted a study to gauge people’s trust in advertising, the Advertising Standards Council of India (ASCI) and the Indian Society of Advertisers (ISA) have brought out another such report that offers some lessons for advertisers, celebrity endorsers and regulators.

At a macro level, the study, Trust in Advertising, found that 80 per cent people tended to believe advertising messages across media rather than being sceptical of them. And that ads appearing on traditional media continued to be seen as more trustworthy. In this respect, newspaper advertising took the lead (86 per cent), followed by ads on TV