News & Opinion

Hard to earn, easy to lose: the issue of trust in New Zealand media

Hard to earn, easy to lose: the issue of trust in New Zealand media


From Stoppress


An ASA decision this week again served as a stark reminder that the distribution of false information via social media is not only an international problem.

“My Labour Party will end child poverty through abortion. No children. No poverty,” declared a statement attributed to Jacinda Ardern by the Make New Zealand Great Again Party.

This is obviously a crude attempt at the fake news game, but the fact this kind of content can be uploaded and distributed as an advertisement is a major contributing factor to the collapse of trust in digital media.

A News Works study released by Colmar Brunton this month found that only 38 percent of consumers trust Facebook. This figure dropped further to 24 percent when respondents were asked whether they trusted advertising on the channel (see the research here).

Trust was comparatively higher in traditional media, with 87 percent of respondents trusting print newspapers and radio, and 86 percent trusting television (magazines were further back at 53 percent). In terms of trust in digital channels, news websites and apps enjoyed the highest levels of trust at 84 percent, followed by Google at 81 percent.

The picture was a little different when advertising was added to the equation. Trust remained at a decent level for traditional channels, at 74 percent for newspapers, 67 percent for radio ads and 66 percent TV ads. There was, however, a drop off in trust for the big digital channels, with Facebook, YouTube and Google facing by far the lowest levels of trust when it came to ads. 


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Trust in Media

As the digital media landscape has evolved, so too has consumer trust in media channels.

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