Why Trust Matters

Carine Jean-Jean, VP Communication and Branding at RTL AdAlliance, talks about the creation of the new image trailer “Who to trust.” She reflects on why trust has become such a critical topic, what advertisers need today, and how the industry can work together to protect credible media.

When we started working on this trailer, what really struck us was how noisy our world has become. Everywhere you look, everyone claims to be TV, to be total video, to be digital, to be premium. Advertisers are constantly flooded with numbers and insights, and many of them tell us they feel lost. So for me, the message of the film is simple: in this fragmented environment, we need to come back to concrete facts. We need to remind what premium media actually means and why it matters. This film is our way of bringing purpose back into the conversation and grounding it in something real and verified. 

Trust today is about quality - quality in the content you produce, the way you measure it, the way it is controlled, and the way you monetise it. Advertisers need to be in environments that are reliable and safe. Premium means professionally produced content, verified information, and a space where their brand won’t appear next to something harmful or misleading. Because the context of where you are advertising, where your messages are shown, influences the way they are perceived.  

And this is not only about brand image. When brands invest in trusted media, they also support a system that protects verified information and its context. So, trust is not just a business necessity, it also plays a role in keeping credible environments alive. Because producing professional content and verified news - content that is checked and curated - has a high value. 

We need to evangelize on the necessity to support trusted and verified media. When a brand chooses a trusted environment - it’s not only making a safe choice for itself, it’s helping to sustain the kind of media landscape we all depend on also to secure democracy. It’s a shared responsibility, and more and more advertisers are becoming aware of that. 

Last year we did a humoristic film about the virtuous circle brands-advertising-premium content. It created a strong impact, however, we found we needed to go further in terms of messages and tone. Trust, fake news, the role of journalism - these are not light topics. We wanted a film that reflects the impact of these issues. The reactions we’ve had so far have been incredibly powerful. When we presented at Cannes Lions in 2025, people immediatelyconnected with the message. Later we showed it during an egta study trip, in front of global media leaders and the UN Senior Adviser on Information Integrity, United Nations. And that strong moment confirmed that we weretouching on something essential. What I hope is that advertisers take a moment to reflect - because where they put their money really shapes the media ecosystem. Their choices matter. 

For me, the main difference between legacy media and the big platforms is very clear: professional production and verification. Whether we entertain, educate, or inform with our content, we check it, we produce it professionally, and we take responsibility for it. That’s not something you get on social media and not always get on platforms. So, broadcasters, BVOD and AVOD services, premium publishers - we all need to show the value of that. And when it comes to brand safety and editorial integrity, the two go hand in hand. When an advertiser chooses a brand‑safe environment, they’re also supporting the production of this very environment. Independent journalism and free, unbiased content don’t exist without financial support. So, choosing trusted media is not only a strategic decision - it’s also a responsibility. 

The virtuous circle is really at the heart of how our ecosystem works. Professional content creates trusted environments. Trusted environments help brands communicate with credibility. And when brands invest in these environments, it allows us to continue producing verified, high‑quality content. Everything is connected. And for me, that’s what gives purpose to what we do. It’s not just about ads - it’s about ensuring that people can access reliable information and that democracy has the space it needs to function. Supporting trusted media is something we all contribute to, together.