Insights News Media Association reports on publication of Edelman Trust Barometer 2018 showing that UK public trust in traditional media has risen sharply


The NMA reports that the Edelman Trust Barometer 2018 report, published last week, has shown that trust in traditional media, publishers and broadcasters, in the UK has rebounded sharply over the past year, reaching its highest level in six years, while trust in social media platforms and search engines has dropped.

The report found that trust in broadcasters and publishers in the UK has increased 13 points to 61%, its highest level in six years since 2012, while trust in social media platforms has dropped to just 24%.

Trust in journalists in the UK has increased 13 points from 19% to 32%, the report found, with the credibility of journalists rising substantially worldwide and higher levels of trust being placed in them than the platforms.

64% of people in the UK back tougher regulation of social media companies while 53% of people worry about being exposed to fake news on social media. The report also found that 64% of people cannot distinguish between proper journalism and fake news.

Young people are switching off from social media, particularly Facebook, but also YouTube, Twitter, WhatsApp, Instagram, Snapchat, the report found, and 33% of young people (16-18s) used Facebook less than a year ago and 11% have quit Facebook altogether in the past year.

70% of people think social media companies do not do enough to prevent illegal or unethical behaviours on their platforms while 63% think they lack transparency. 62% think they are selling people’s data without their knowledge. To read NMA’s press release in full and for a link to the report, click here.