According to the Nielsen global trust in advertising survey, global respondents give the most trust to

Nielsen’s global survey on consumer trust in advertising found that people around the world place the most faith in

1. Friends and family recommendations: 83% + 30% doubt sincere reviews without criticism.
2. Logo-centric domains account for 70% of all traffic.
3. Online consumer feedback: 66%
4. Sixty-six percent editorial material (articles)
5. Advertisement support: 61%
6. About half (56%) of all emails I signed up for.

Bonus: the most effective advertising themes:

1. Laugh-out-loud funny in North America and Europe
2. Condition, actualities in Latin America and Asia
3. Family life in Africa and the Middle East

Source: www.nielsen.com