The Advertising Association launched the project last month after it conducted research that found just 14% of consumers trusted advertising.
The association is seeking support from the industry in order to reach its £2m funding target. Google has not revealed how much it is investing in the foundation but the Advertising Association has already raised £250,000, according to reports.
It marks the latest move from Google to soften its image in the eyes of the industry and the public. Google’s ad exchange DoubleClick is currently in talks with IASH to become a member of the ad network trade body (newmediaage 26 November 2009).
Matt Brittin, managing director of Google UK, said, “Google relies on targeted, useful and trusted advertising to fund our search engine and all our products. We’re very pleased to give our support to the Advertising Association and its work to research and improve confidence in advertising and we look forward to working with the other members of the AA to ensure the UK remains a world leader in advertising.”
This story first appeared on newmediaage.co.uk