Trust, privacy, and ethics are the foundation of effective marketing. Trust is built when consumers have positive experiences and believe a brand prioritises their best interests. However, this trust is fragile and can be easily undermined by privacy breaches or unethical practices. Increasingly, consumers are becoming more aware and critical of these issues.

According to Credos, the UK Advertising Association’s think tank, trust in advertising continues to lag behind other industries due to persistent issues such as data misuse, unsolicited advertising, and the targeting of vulnerable groups (WARC Best Practice, 2024a). These practices not only decrease consumer confidence but also highlight the urgent need for brands to adopt more ethical approaches.

This shift in consumer attitudes is further evidenced by a 2023 survey from Nano Interactive which found:

(Nano Interactive, 2023)

This includes using incognito mode, clearing cookies, or opting out of tracking. Alarmingly, ad tracking was identified as the top concern (42%), surpassing fears of data breaches and scams. These findings underscore the growing demand for a recalibrated, privacy-first approach to marketing. (Nano Interactive, 2023 & WARC Best Practice, 2025)

Meta/Facebook Case Study

Meta demonstrates the risks of neglecting trust and ethics. The 2018 Cambridge Analytica scandal revealed how millions of users’ data were harvested without consent to influence political outcomes, serving as a stark warning about the dangers of irresponsible data practices (Confessore, 2018 & Criddle, 2020). In 2023, Meta faced further backlash when its use of “contractual necessity” to collect user data for personalised ads was ruled unlawful under GDPR, leading to financial penalties and reputational harm (Satariano, 2023 & WARC Best Practice, 2025).

These cases underscore the necessity of transparency in data practices—not only to comply with regulations but to safeguard brand equity. Consumers increasingly demand clarity on how their data is used, and failing to meet these expectations risks both financial consequences and a loss of trust. As marketers, adapting to these shifting expectations is essential.

Apple Case Study

Apple offers a compelling example of how strong privacy measures can reinforce trust and distinguish a brand. Safari’s policy of blocking third-party cookies by default limits intrusive data collection, and Apple’s App Tracking Transparency (ATT) feature requires apps to explicitly request permission before tracking user activity. The result? Consumers gain greater control over how their data is used (Horvath, 2022).

By embedding privacy into its products from the ground up, Apple has set a benchmark for ethical marketing, proving that transparency builds trust and enhances brand loyalty.

Future Practices and Frameworks

Today’s consumers are demanding privacy-first approaches. Privacy-focused browsers like DuckDuckGo, alongside ad blockers, reflect growing preferences for reduced tracking. Approximately 35% of internet users now use privacy browsers regularly (WARC Best Practice, 2024b & WARC Best Practice, 2025 & Hedencrona, 2018). This means we have less access to tracking and personalised data. So how do we adapt?

Contextual Targeting

Ads are tailored to the content of a webpage rather than user behaviour, are gaining traction. (WARC Best Practice, 2025)

Data Clean Rooms

(pickaxe, 2023)

Data clean rooms allow brands and platforms to collaborate securely without sharing raw personal data. By balancing privacy with effectiveness, these innovations demonstrate that consumer demands can be respected without sacrificing campaign success. (WARC Best Practice, 2025)

Web3

Web 3.0 offers opportunities for privacy-first solutions. Decentralised systems with blockchain-based user identifiers provide secure ways to personalise campaigns without compromising data security. (WARC Best Practice, 2025)

New Marketing Frameworks

Edelman identifies trust as crucial in shaping consumer-brand relationships, with younger consumers favouring brands addressing societal issues. Post-purchase trust fosters loyalty, recommendations, and product trials, even for pricier brands.

Edelman’s five trust-building dimensions are:

(edelman, n.d.)

Brands aligning with these dimensions, like Apple, which prioritises data control and ethical practices, enjoy loyalty, engagement, and exclusivity—even at premium prices.

Based on this research, Edelman introduces a new “trust loop” framework, replacing the traditional sales funnel AIDA (awareness, interest, decision, action). (Whiteside, 2024 & WARC Best Practice, 2024a)

(edelman, 2024)

This model emphasises continuous engagement, where meaningful interactions build loyalty and advocacy. The trust loop reportedly delivers an 11% return on investment, underscoring the measurable value of trust-focused strategies. (WARC Best Practice, 2024a)

So, does ethical concerns and personal privacy really matter to global media planning? Yes! Companies must embed ethics into their corporate culture. Data ethics should not exist as an afterthought or compliance checkbox. Instead, they need to influence strategies across creative teams, leadership, and client engagements. A culture committed to fair and respectful data use will not only strengthen customer relationships but also yield lasting competitive advantage.