Two reports, one problem
Evidence-led research on trustwashing, written separately for the people who build brands and the people who buy from them. Free to download after a quick registration.
The Trustwashing
Brand Report 2026
How AI, influencers, fake proof, and unverifiable claims are changing brand trust, and what to do about it.
- 12 key findings and a data-at-a-glance chart set
- The five forms of trustwashing
- The 0 to 100 Trustwashing Score
- A 20-question brand self-check
The Trustwashing
Consumer Report 2026
How fake proof, AI polish, hidden influence, and unverifiable claims affect everyday buying decisions.
- Plain-language findings and warning signs
- Seven forms, with safer habits for each
- A risk map and five questions before you trust
- A printable consumer checklist
Spotting, avoiding, and fixing trustwashing
Practical guidance for consumers and brands to recognise misleading claims, demand better evidence, and build trust that holds up.
For Consumers
Know what to look for, ask better questions, and make more informed choices.
For Brands
Build credibility through honest claims, evidence, and transparency.
Downloadable tools
Checklists, templates, and guides to help you take action.
Want real human proof?
VeryHum connects brands with real, verified people for honest feedback and authentic social content.
Different tactics, same goal
To appear trustworthy without earning it. Explore the key forms, and how to call them out.
AI Trustwashing
Synthetic images, reviews, and personas used to fake credibility, without disclosure or proof.
Learn more →Influencer Trustwashing
Hidden sponsorship and scripted enthusiasm borrowing a creator’s credibility.
Learn more →Review Trustwashing
Fake, incentivised, or suppressed reviews that engineer false consensus.
Learn more →Badge Trustwashing
Seals and “verified” labels that imply scrutiny that never happened.
Learn more →Purpose Trustwashing
Values and sustainability language with no measurable, verifiable proof.
Learn more →Trust should not be something brands can simply simulate. It should be earned through evidence, transparency, accountability, and real human experience.