Overview:
The BBB National Programs, National Advertising Division released the 2025 Influencer Trust Index. Are marketers being unduly influenced by the allure of influencer marketing? And how might survey research be used to cut through online noise?
Consumer Trust Index
Influencer marketing is one of the fastest-growing sectors in advertising, valued at nearly 24 billion domestically. According to the National Advertising Division (NAD), 82.7% of U.S. marketers used influencers in their campaigns last year. But with growth comes increased scrutiny—by regulators, competitors, and consumers themselves. The BBB National Programs Influencer Trust Index: Consumer Insights 2025 is a report based on a U.S survey by The Benchmarking Company, measuring how consumers perceive influencer campaigns. How much do consumers trust influencer advertising? Consumer survey research is key.
Consumer Survey Methodology
The national survey of U.S. consumers assessed two main questions: (1) whether consumers want greater transparency in influencer marketing, and (2) whether an NAD-backed certification for influencers could boost trust and support truthful advertising.
The survey covered the following topics:
- Consumer trust in influencers
- Expectations around disclosure of brand relationships and compensation
- Types of influencers consumers follow
- Daily time spent on social media platforms
The survey included 26 questions and was executed in a three-day period in February 2025, with a survey universe of 3,720 U.S. consumers ages 18-65. The respondent pool consisted of 235 men, 5 non-binary individuals, and 3,484 women. Social media usage was nearly universal among participants, with only 2.4% reporting they do not use social media platforms daily. Among platforms, Facebook (86%) had the highest usage, followed by Instagram (75%), YouTube (68%), Pinterest (48%), TikTok (45%), Reddit (30%), and LinkedIn (29%).
IMS Legal Strategies was not involved in this research and has not evaluated its reliability.
Consumer Trust Revealed
The findings of the Consumer Trust survey included:
- 87% of consumers reported trusting company advertisements; only 74% said they trust influencer ads.
- 70% of consumers expressed negative feelings toward influencers who received compensation or free products but failed to disclose the relationship.
- 70% of consumers said knowing that an influencer is in a paid partnership does not make the influencer less trustworthy.
This data suggests that, consistent with NAD and FTC guidance and rulings, consumers appreciate transparency, and that the lack of proper disclosures drives distrust.
Measure Consumer Reactions to Disclosures
Some of the NAD’s recent rulings regarding influencer marketing held that when influencers have disclosed sponsorships inappropriately, or failed to disclose them at all, brands must discontinue claims or change marketing strategies. Consumer surveys can measure how consumers perceive disclosures provided only in hashtags, like “#ad” or “#sponsored,” and related questions. This evidence can be persuasive in NAD, court, or regulatory proceedings.
If influencers and brands want to make comparative claims, consumer surveys can also show how audiences interpret those claims. Survey research data and insights can show whether consumer expectations are unmet or marketing claims are misleading, which can result in a costly challenge.
Defensible Surveys Create Credibility Enhancing Claims
Courts and regulators scrutinize survey design closely, and flawed research will (hopefully) not withstand regulatory challenges. Proper methodology, sampling, controls make sure surveys are useful as evidence in regulatory or legal proceedings.
In advertising litigation, offering properly conducted research can be the difference between findings of compliance and findings of liability. Contact IMS Legal Strategies for reliable false or deceptive advertising research.
IMS Legal Strategies was not involved in this research and has not evaluated its reliability. This report is based only on publicly available facts. Also, we understand this to be a survey about influencers generically, rather than any individual influencer, marketing campaign, or claim.