 New news for investments. Welcome back. Now, you wouldn't think of the advertising industry as particularly popular at the moment, especially with concerns about privacy and harm through social media. In fact, new research says that 63% of consumers mistrust advertising messages, but it also shows 36% of people think the industry can add creativity and information to their lives. So what is the current state of trust in the marketing and advertising industry? Well, to discuss that, I'm joined by Michael Scantlebury, who's the creative director and founder of the Agency in Piro, which produced the research. And by Lee Hopwood, she's chair of the Chartered Institute of Marketing, which is highlighting that almost half of children have seen harmful content on social media. After an interview with Leaguemate, let me start with you. I mean, it feels like the industry is really failing in quite a key objective here. I think, really, we're looking at listening to what the consumers are wanting. And what our research has revealed is that consumers are seeing harmful content, whether that's adults and particularly children. And they want a difference. They want to be able to report that content. And they want to be able to trust that what they're seeing is right. So I think we need to be really, as marketers and as businesses, we need to be listening to our customers. But are you confident that your industry is doing enough? I think we are doing what we can. I mean, the technology is working at quite a fast pace. And I think the consumers are driving a lot of this at the moment. And we need to keep listening and adapting. And, for example, we need to be being able to report that content. Michael, you would have to be pretty disappointed at this lack of trust in your industry. Certainly, look, the long-term trend in our study we're showing in our study and in others shows that it is. It is a problem because, basically, brand marketing without trust isn't brand marketing. The word brand can be just changed for the word trust in most sentences. And I think that long-term, it's been highlighted at the moment that people don't mind great advertising. That's what our study was showing. And that gives me confidence and hope. But they really dislike the bad advertising. And that's the type of stuff that follows you around the internet, bombards you. You look at one fridge on one shop and it follows you for three months. And it's not great practice. And people don't like it. And I don't know why and we think a marketing strategy to annoy our consumers is the right one to put in place. Is that, though, the fault of the advertisers or is that the fault of the tech companies, the Facebooks and Googles of this world? It's probably a broader thing, to be honest. It's probably more about our industry moving towards short-termism, where we're chasing, you know, immediate data, immediate sales over what this category, especially in the UK, was once famous for building that long-term brand value. Lee, what would you say to those people who say, hang on, this is absolutely unacceptable? It's time the government stepped in. Well, interestingly, I think the government are stepping in. They are doing a consultation. They are talking to the big platforms. They are wanting to understand what's going on and they want to make a difference. They want to bring in regulation, which is why they're doing the consultation. And I think it's our duty that we need to be in that conversation. We do need to be letting the government know what needs to be done. And that's, as consumers, as advertisers and also as the platforms. What did you reckon, Michael, to these comments from the Unilever chief executive, the new Unilever CEO the other day, Alan Jope, who was talking about woke washing and how it's undermining trust? Yeah, and it is. He's right. I mean, there is... I think in our industry, we've lost empathy for consumers. And what I mean by that is you can sit in a room and I'm meeting right now at a marketing agency or an ad agency and we don't talk about people or consumers anymore. What we do is we talk about eyeballs, how many views, how many clicks can we get? And so we've kind of lost empathy for the consumer. And when you lose empathy, of course, you start to woke wash them because you think you can fool them. You just can't and it all just comes across looking about silly and does all brands a disservice. All right, I've got to leave it at that. I'm afraid. Michael Scattery, Lee Hopwood, good to see you both. Thanks for joining me. Thank you. And that's it for me. You've been watching...