Junk Food Ad Ban Exposes Wider Trust Crisis in Influencer Marketing
A clear example of how quickly influencer trust can shift emerged this week when a nationwide ban on junk‑food advertising across TV and online platforms was announced. The initiative reflects a broader pattern across the UK, where audiences are becoming more selective about the online creators they follow. New data from Adobe Express highlights how trust is built and lost, as consumers reassess the credibility of influencer content. 2,000 Brits were surveyed to uncover how much trust consumers place in influencer posts and reviews across the UK, revealing whether creators are still seen as credible voices, or if scepticism is increasingly defining the way audiences engage with them.
When it comes to what makes an influencer trustworthy, balanced and authentic content leads the way. Just over a third of Brits (34%) say they trust influencers most when reviews feel balanced, while a similar number (33%) feel more confident when creators use the products they promote. Women are especially convinced by this, with 4 in 10 (40%) saying they trust influencers more when they show real product use.
Under the FDF’s regulations, brands can continue to advertise themselves but not individual products – a shift that risks stripping social content of the authenticity consumers expect. For many influencers, this means pivoting their content strategies. The shift raises concerns about how such adaptations could deepen the sense of distrust already growing among their audiences.
Audiences are quick to switch off when influencer content stops feeling genuine. Just under half of people (44%) say they will lose trust if an influencer seems fake or overly scripted, while 36% would disengage if recommendations appear purely profit-driven. For 4 in 10 (40%) Gen X, profit-motivated content is the biggest red flag of all.
So, how can influencers build trust – whether they’re reshaping their content or just sensing their audience’s confidence slipping?
Around half of Brits say their trust drops sharply when influencers fail to clearly disclose paid partnerships, and men feel slightly more strongly about this than women. Boomers place the highest value on openness, with 56% saying disclosure is essential.
Tips on how influencers can build trust:
Be transparent
Authentic, balanced content performs better than posts that feel overly curated or promotional. To build genuine connections with your followers, start by sharing honest, meaningful insights. And always disclose sponsored content, affiliate links, and partnerships across your channels.
Being transparent not only builds trust but also allows you to establish yourself as a reliable voice in your niche.
Showcase genuine product use
People trust what they can see, and influencers who demonstrate how they use the products they’re promoting naturally inspire more confidence. From polished pictures to short-form videos, create scroll-stopping posts of product usage that capture attention. Consider tutorials, unboxing and daily life demonstrations.
Maintain consistent branding
From your profile picture to your overall feed aesthetic, maintaining consistent branding helps followers recognise you at a glance. This familiarity builds credibility and encourages long-term engagement.