Companies most trusted to guard against the misuse of personal data are those in the law enforcement and health sectors. While not to the extent of media, social media and internet search companies, Australians show a sizeable lack of trust in market research and data analytics companies in this regard. Australia Level of Trust that Organizations/Professionals Protect and Appropriately Use Personal Data Net Trust Index Your local police 64% 22% 11% 2% +53 The Health authorities 56% 31% 12% 2% +44 Banks or other financial institutions 46% 29% 22% 2% +24 The government 42% 35% 20% 3% +22 Pharmaceutical companies 28% 42% 27% 3% +2 Retailers with loyalty card programs 23% 44% 31% 2% -8 Election and opinion polling companies 27% 35% 36% 2% -9 Secret service organizations 22% 37% 33% 9% -11 Online stores 18% 47% 32% 3% -15 Mobile phone operators 20% 39% 39% 2% -20 Market research companies 12% 40% 44% 4% -31 Data analytics companies 8% 43% 44% 5% -35 Companies that provide internet search engines such as Google and Bing 10% 32% 55% 3% -45 Media companies 6% 32% 58% 4% -52 Social media companies such as Facebook and Twitter 6% 25% 66% 3% -61 Trust Not sure Do Not Trust Don't Know Net Trust Index = % Trust – % Do Not Trust GRBN Global Trust Survey 2020 - AU Report © 2020 GRBN 53