Companies most trusted to guard against the misuse of personal data are those in the health, financial, and law enforcement sectors. All are relatively more trusted in the UK than in the other 10 countries. Market research companies rank in the bottom tier in the UK, significantly below its ranking across the 10 countries. UK Level of Trust that Organizations/Professionals Protect and Appropriately Use Personal Data Net Trust Index The Health authorities 56% 33% 10%1% +46 Banks or other financial institutions 51% 32% 15% 2% +36 Your local police 50% 32% 15% 2% +35 The government 42% 34% 22% 2% +20 Election and opinion polling companies 34% 40% 23% 3% +11 Pharmaceutical companies 31% 42% 24% 3% +8 Retailers with loyalty card programs 28% 42% 28% 2% 0 Online stores 25% 45% 27% 2% -2 Mobile phone operators 26% 39% 31% 4% -5 Secret service organizations 27% 33% 33% 7% -7 Market research companies 23% 38% 35% 4% -12 Data analytics companies 17% 39% 42% 2% -25 Companies that provide internet search engines such as Google and Bing 20% 33% 45% 1% -25 Media companies 13% 31% 54% 2% -40 Social media companies such as Facebook and Twitter 15% 23% 60% 2% -45 Trust Not sure Do Not Trust Don't Know Net Trust Index = % Trust – % Do Not Trust GRBN Global Trust Survey 2020 - UK Report © 2020 GRBN 51