In a world shaped by AI-driven content and growing societal division, brands are being urged to take a clearer position. The spread of misinformation, driven by social media, political division and artificial intelligence, has weakened public trust. This has forced businesses to re-establish legitimacy through transparent marketing and alignment with community expectations. A renewed effort to review Australia’s advertising standards aims to address these challenges.
Over the past ten years, public trust in institutions has deteriorated significantly. Social media has amplified conspiracy theories and political division, while populist messaging has further undermined confidence in traditional sources of information such as the media and science. AI-generated content has heightened the confusion, with over half of adults admitting they struggle to tell the difference between fact and fiction, based on a 2024 Pew Research Centre report. This climate has prompted urgent calls for increased accountability from brands and public bodies.
A growing number of Australians express distrust towards corporations, with 66% believing that business leaders mislead consumers through exaggerated claims. The latest Edelman Trust Barometer reveals heightened public dissatisfaction, fuelled by economic inequality, a sense that systems are broken and a growing wave of false information. While businesses are still viewed as more capable than governments, faith in corporate intent has declined. Advertising, as the most visible part of business, has become a central focus of this scepticism.
Even so, brands that communicate clearly and act with integrity are still able to build loyalty. The 2025 Roy Morgan Trusted Brand Awards feature only a handful of consistently respected businesses, including retail and tech brands known for authenticity and reliability. Trust in advertising remains fragile and when campaigns mislead, offend or come across as out of touch, consumer backlash is often swift and long-lasting. The public now expects campaigns to reflect social values, not just promote products.
New research from Ad Standards shows that 75% of Australians believe ads should keep up with changing community standards and 90% support a transparent, independent complaints system to hold brands accountable. Humour and boldness in ads are welcomed, but need to remain within socially responsible boundaries. Complaints are most often triggered by content involving sexuality, violence or safety concerns, revealing a shift in what the public is willing to tolerate.
This changing environment has led to a major review of the AANA Code of Ethics, which sets the foundation for ethical advertising in Australia. The review aims to ensure the code keeps up with new challenges, including those introduced by AI and changing views on gender, violence and responsible messaging. This is not just a rules update, but an opportunity for brands to rebuild trust by aligning with contemporary values.
As businesses face growing scepticism, the review of advertising standards provides a possible way forward. In a time when facts are often blurred and public trust is eroded, brands face a choice: contribute to the confusion or help rebuild public confidence through honest and ethical messaging. Strengthening advertising standards does more than safeguard reputations, it plays a role in restoring trust in the economic and social foundation of Australia.
