The 2025 Influencer Trust Index: Analyzing Credibility in the Creator Economy
Jennifer Santos, Attorney, National Advertising Division, BBB National Programs
In an era where digital voices carry as much weight as traditional media, influencer marketing has become an indispensable tool for brands. But with great influence comes great responsibility—and growing scrutiny.
The Influencer Trust Index: Consumer Insights 2025, published by BBB National Programs’ National Advertising Division (NAD) in partnership with The Benchmarking Company, presents a comprehensive look at the state of consumer trust in influencer marketing today.
As influencer marketing continues to expand, so do concerns about misleading practices—often stemming from insufficient disclosure and a poor grasp of advertising guidelines. This concern has prompted heightened scrutiny from regulators, NAD, and, increasingly, plaintiffs’ attorneys.
With oversight intensifying, a pressing question emerges: is this erosion of trust being felt by consumers?
The data signals an urgent need for reform.
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Conversely, the biggest trust killers include:
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This paints a clear picture: credibility hinges on authenticity and disclosure.
Trust, it turns out, isn’t about the presence of a brand deal or relationship, but how openly and honestly that deal or relationship is shared. Furthermore, 72% of respondents believe that both brands and influencers should be held accountable for ensuring advertising transparency.
While this data is directional, the implications are strong: improving influencer transparency practices through education and training could provide a path forward, not only protecting consumers but elevating trust and raising the bar for influencer advertising practices across the industry.
With influencers playing an increasingly central role in shaping consumer decisions, the Influencer Trust Index serves as both a mirror and a mandate. It reflects current challenges—and calls upon the influencer industry to raise the bar.
In an era where digital voices carry as much weight as traditional media, influencer marketing has become an indispensable tool for brands. But with great influence comes great responsibility—and growing scrutiny.
The Influencer Trust Index: Consumer Insights 2025, published by BBB National Programs’ National Advertising Division (NAD) in partnership with The Benchmarking Company, presents a comprehensive look at the state of consumer trust in influencer marketing today.
The Industry at a Crossroads
The Influencer Trust Index highlights a thriving yet fragile industry. In 2024, an impressive 82.7% of U.S. marketers used influencers in their campaigns, contributing to a domestic market valuation of $24 billion. However, this success is shadowed by a growing sense of mistrust.As influencer marketing continues to expand, so do concerns about misleading practices—often stemming from insufficient disclosure and a poor grasp of advertising guidelines. This concern has prompted heightened scrutiny from regulators, NAD, and, increasingly, plaintiffs’ attorneys.
With oversight intensifying, a pressing question emerges: is this erosion of trust being felt by consumers?
The Consumer Pulse: What the Data Shows
We partnered with The Benchmarking Company to survey more than 3,700 U.S. consumers, exploring their behaviors, concerns, and expectations around influencer marketing. The findings demonstrate an interesting paradox – high engagement but declining trust among consumers:- 58% of consumers have made purchases because of influencer endorsements.
- 35% have made between four to six purchases based on influencer content.
- Despite this behavior, trust is waning—only 74% trust or somewhat trust influencer content, compared to 87% who trust general advertising.
- And only 5% of consumers surveyed trust influencer content completely.
The data signals an urgent need for reform.
Trust Drivers & Deal Breakers
We asked consumers about the critical factors that help increase their trust in influencers:- Transparency and honesty about brand relationships (71%).
- Authentic reviews, even if negative (79%).
Conversely, the biggest trust killers include:
- Influencers who are not genuine or transparent (80%).
- Content that promotes unrealistic lifestyles (71%).
- Failure to disclose brand relationships (64%).
This paints a clear picture: credibility hinges on authenticity and disclosure.
Disclosures Aren’t Enough—Education Is Key
Interestingly, the Index reveals that basic disclosures on influencer posts like #ad or #sponsored do little to improve trustworthiness in consumers' eyes. What truly erodes trust is the lack of disclosure altogether—70% of consumers feel deceived when they discover a partnership that wasn’t disclosed.Trust, it turns out, isn’t about the presence of a brand deal or relationship, but how openly and honestly that deal or relationship is shared. Furthermore, 72% of respondents believe that both brands and influencers should be held accountable for ensuring advertising transparency.
The Case for Certification
The Index explored whether a formal influencer certification program could improve trust.While this data is directional, the implications are strong: improving influencer transparency practices through education and training could provide a path forward, not only protecting consumers but elevating trust and raising the bar for influencer advertising practices across the industry.
Why It Matters
As the home of U.S. advertising self-regulation for over 50 years, BBB National Programs is uniquely positioned to champion this mission. Through programs like NAD, the organization is leading efforts to ensure the digital marketplace operates on principles of fairness, honesty, and transparency.With influencers playing an increasingly central role in shaping consumer decisions, the Influencer Trust Index serves as both a mirror and a mandate. It reflects current challenges—and calls upon the influencer industry to raise the bar.