{"id":12081,"date":"2026-06-09T16:44:48","date_gmt":"2026-06-09T15:44:48","guid":{"rendered":"https:\/\/amtivo.com\/uk\/?post_type=resources-filter&#038;p=12081"},"modified":"2026-06-11T09:47:12","modified_gmt":"2026-06-11T08:47:12","slug":"britains-trust-problem","status":"publish","type":"resources-filter","link":"https:\/\/amtivo.com\/uk\/resources\/news\/britains-trust-problem\/","title":{"rendered":"Britain&#8217;s \u00a35 Billion Trust Problem"},"content":{"rendered":"<link rel=\"preconnect\" href=\"https:\/\/fonts.googleapis.com\">\r\n<link rel=\"preconnect\" href=\"https:\/\/fonts.gstatic.com\" crossorigin>\r\n<link href=\"https:\/\/fonts.googleapis.com\/css2?family=Montserrat:ital,wght@0,300;0,400;0,500;0,600;0,700;0,800;0,900;1,300;1,400;1,500&display=swap\" rel=\"stylesheet\">\r\n<style>\r\n\r\n\/* =========================\r\n   HERO + SHARED SHELL\r\n   ========================= *\/\r\n\/* Britain's \u00a35 Billion Trust Problem \u2014 house style v2 (locked at Stage A) 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margin-left: 5px; vertical-align: middle; }\r\n@media (min-width: 720px) {\r\n .amtivo-report #s1 .reveal-card__name .tag { font-size: .65rem; padding: 2px 6px; margin-left: 8px; } \r\n}\r\n.amtivo-report #s1 .reveal-card__desc { font-family: 'Montserrat', sans-serif; color: var(--grey); font-size: .72rem; line-height: 1.4; margin: 0; }\r\n@media (min-width: 720px) {\r\n .amtivo-report #s1 .reveal-card__desc { font-size: .9rem; line-height: 1.5; } \r\n}\r\n.amtivo-report #s1 .reveal-cards.is-blurred .reveal-card__logo { background: #D8DBDF; }\r\n.amtivo-report #s1 .reveal-cards.is-blurred .reveal-card__logo img { filter: grayscale(1) blur(10px) brightness(.95) contrast(.85); opacity: .82; transform: scale(1.1); }\r\n.amtivo-report #s1 .reveal-cards.is-blurred .reveal-card__body { opacity: 0; visibility: hidden; }\r\n.amtivo-report #s1 .reveal-card__logo img { transition: filter .8s ease, opacity .8s ease, transform .8s ease; }\r\n.amtivo-report #s1 .reveal-button-wrap { display: flex; justify-content: center; margin: 0 0 36px; }\r\n.amtivo-report #s1 .reveal-button { appearance: none; -webkit-appearance: none; border: 0; background: var(--orange); color: var(--paper); font-family: 'Montserrat', sans-serif; font-weight: 700; font-size: .92rem; letter-spacing: .02em; padding: 12px 22px; cursor: pointer; transition: background .15s ease, transform .15s ease; }\r\n.amtivo-report #s1 .reveal-button:hover { background: #D9651A; }\r\n.amtivo-report #s1 .reveal-button:active { transform: translateY(1px); }\r\n.amtivo-report #s1 .reveal-button.is-done { background: transparent; color: var(--grey); border: 1px solid var(--line); cursor: default; pointer-events: none; }\r\n.amtivo-report #s1 .pullquote { margin: 48px 0; padding: 20px 0 0; border-top: 4px solid var(--orange); }\r\n.amtivo-report #s1 .pullquote p { font-family: 'Montserrat', sans-serif; font-weight: 500; font-style: italic; color: var(--oxford); font-size: clamp(1.25rem, 3vw, 1.6rem); line-height: 1.35; letter-spacing: -.005em; margin: 0; }\r\n.amtivo-report #s1 .pullquote .stat { font-style: normal; font-weight: 700; color: var(--red); }\r\n.amtivo-report #s1 .qwording { margin: 40px 0 22px; padding: 6px 0 6px 16px; border-left: 4px solid var(--orange); font-family: 'Montserrat', sans-serif; font-weight: 600; color: var(--oxford); font-size: 1.05rem; line-height: 1.4; letter-spacing: -.005em; }\r\n.amtivo-report #s1 .qwording em { font-style: normal; font-weight: 700; }\r\n\r\n\/* Familiarity matrix *\/\r\n.amtivo-report .famtab-wrap { margin: 0 0 32px; }\r\n.amtivo-report .famtab { display: none; }\r\n@media (min-width: 760px) {\r\n\r\n  .amtivo-report .famtab { display: table; width: 100%; table-layout: fixed; border-collapse: separate; border-spacing: 0; background: var(--paper); border: 1px solid var(--line); }\r\n  .amtivo-report .fam-mobile { display: none; }\r\n\r\n}\r\n.amtivo-report .famtab thead th { font-family: 'Montserrat', sans-serif; font-size: .76rem; color: var(--oxford); background: var(--seasalt); font-weight: 700; text-transform: uppercase; letter-spacing: .06em; padding: 14px 18px 14px 10px; text-align: center; vertical-align: bottom; cursor: pointer; user-select: none; position: relative; line-height: 1.25; border-bottom: 1px solid var(--line); }\r\n.amtivo-report .famtab thead th .sort-arrow { visibility: hidden; position: absolute; right: 6px; top: 50%; transform: translateY(-50%); font-size: .7rem; color: currentColor; opacity: .85; }\r\n.amtivo-report .famtab thead th.is-sorted .sort-arrow { visibility: visible; }\r\n.amtivo-report .famtab thead th.col-logo { width: 56px; cursor: default; padding: 14px 8px; }\r\n.amtivo-report .famtab thead th.col-name { width: 26%; text-align: left; padding-left: 14px; }\r\n.amtivo-report .famtab thead th[data-col=\"col-never\"] { color: #1f299c; }\r\n.amtivo-report .famtab thead th[data-col=\"col-seen\"] { color: #5C6A60; }\r\n.amtivo-report .famtab thead th[data-col=\"col-know\"] { color: #7B6E55; }\r\n.amtivo-report .famtab thead th[data-col=\"col-useful\"] { color: #C45D0E; }\r\n.amtivo-report .famtab thead th[data-col=\"col-relied\"] { color: #f15928; }\r\n.amtivo-report .famtab thead th[data-col]:hover { background: #EFF2F7; }\r\n.amtivo-report .famtab tbody td { padding: 10px 8px; text-align: center; font-family: 'Montserrat', sans-serif; font-variant-numeric: tabular-nums; font-size: .9rem; border-bottom: 1px solid var(--line-dim); }\r\n.amtivo-report .famtab tbody tr:last-child td { border-bottom: none; }\r\n.amtivo-report .famtab td.col-logo { padding: 8px; background: var(--paper); width: 60px; }\r\n.amtivo-report .famtab td.col-logo img { width: 36px; height: 36px; object-fit: contain; }\r\n.amtivo-report .famtab td.col-name { text-align: left; font-family: 'Montserrat', sans-serif; font-weight: 600; color: var(--oxford); background: var(--paper); }\r\n.amtivo-report .famtab td.col-name .tag { display: inline-block; background: var(--red); color: var(--paper); font-family: 'Montserrat', sans-serif; font-weight: 700; font-size: .6rem; text-transform: uppercase; letter-spacing: .1em; padding: 2px 5px; margin-left: 6px; vertical-align: middle; }\r\n.amtivo-report .famtab td.col-never.b1 { background: #F4F6FA; color: var(--oxford-2); }\r\n.amtivo-report .famtab td.col-never.b2 { background: #DCE3EE; color: var(--oxford-2); }\r\n.amtivo-report .famtab td.col-never.b3 { background: #B6C2D8; color: var(--oxford); }\r\n.amtivo-report .famtab td.col-never.b4 { background: #5566c2; color: var(--paper); }\r\n.amtivo-report .famtab td.col-never.b5 { background: #1f299c; color: var(--paper); font-weight: 500; }\r\n.amtivo-report .famtab td.col-seen.b1 { background: #F4F6F4; color: var(--oxford-2); }\r\n.amtivo-report .famtab td.col-seen.b2 { background: #E0E5E2; color: var(--oxford-2); }\r\n.amtivo-report .famtab td.col-seen.b3 { background: #BBC4BE; color: var(--oxford); }\r\n.amtivo-report .famtab td.col-seen.b4 { background: #8C9990; color: var(--paper); }\r\n.amtivo-report .famtab td.col-seen.b5 { background: #5C6A60; color: var(--paper); font-weight: 500; }\r\n.amtivo-report .famtab td.col-know.b1 { background: #F7F5F1; color: var(--oxford-2); }\r\n.amtivo-report .famtab td.col-know.b2 { background: #E9E4D9; color: var(--oxford-2); }\r\n.amtivo-report .famtab td.col-know.b3 { background: #CFC6B2; color: var(--oxford); }\r\n.amtivo-report .famtab td.col-know.b4 { background: #A89A7C; color: var(--paper); }\r\n.amtivo-report .famtab td.col-know.b5 { background: #7B6E55; color: var(--paper); font-weight: 500; }\r\n.amtivo-report .famtab td.col-useful.b1 { background: #fff3ef; color: var(--oxford-2); }\r\n.amtivo-report .famtab td.col-useful.b2 { background: #fde0d5; color: var(--oxford-2); }\r\n.amtivo-report .famtab td.col-useful.b3 { background: #F6BE82; color: var(--oxford); }\r\n.amtivo-report .famtab td.col-useful.b4 { background: #F19341; color: var(--paper); }\r\n.amtivo-report .famtab td.col-useful.b5 { background: #C45D0E; color: var(--paper); font-weight: 500; }\r\n.amtivo-report .famtab td.col-relied.b1 { background: #FDEFEE; color: var(--oxford-2); }\r\n.amtivo-report .famtab td.col-relied.b2 { background: #F4D2D1; color: var(--oxford-2); }\r\n.amtivo-report .famtab td.col-relied.b3 { background: #E59B99; color: var(--oxford); }\r\n.amtivo-report .famtab td.col-relied.b4 { background: #f15928; color: var(--paper); font-weight: 500; }\r\n.amtivo-report .famtab td.col-relied.b5 { background: #f15928; color: var(--paper); font-weight: 600; }\r\n.amtivo-report .fam-mobile { background: var(--paper); border: 1px solid var(--line); }\r\n.amtivo-report .fam-mobile__sort-bar { padding: 12px 14px; border-bottom: 1px solid var(--line); display: flex; align-items: center; gap: 10px; background: var(--seasalt); font-family: 'Montserrat', sans-serif; font-size: .82rem; color: var(--grey); }\r\n.amtivo-report .fam-mobile__sort-bar select { appearance: none; -webkit-appearance: none; background: var(--paper); border: 1px solid var(--line); font-family: 'Montserrat', sans-serif; font-size: .82rem; color: var(--oxford); padding: 5px 26px 5px 10px; background-image: url(\"data:image\/svg+xml,%3Csvg xmlns='http:\/\/www.w3.org\/2000\/svg' width='10' height='6' viewBox='0 0 10 6'%3E%3Cpath fill='%231f299c' d='M0 0l5 6 5-6z'\/%3E%3C\/svg%3E\"); background-repeat: no-repeat; background-position: right 8px center; }\r\n.amtivo-report .fam-mobile__row { padding: 12px 14px; border-bottom: 1px solid var(--line-dim); }\r\n.amtivo-report .fam-mobile__row:last-child { border-bottom: none; }\r\n.amtivo-report .fam-mobile__head { display: flex; align-items: center; gap: 10px; margin-bottom: 8px; }\r\n.amtivo-report .fam-mobile__logo { width: 36px; height: 36px; display: flex; align-items: center; justify-content: center; background: var(--seasalt); border: 1px solid var(--line-dim); flex: 0 0 auto; }\r\n.amtivo-report .fam-mobile__logo img { width: 26px; height: 26px; object-fit: contain; }\r\n.amtivo-report .fam-mobile__name { font-family: 'Montserrat', sans-serif; font-weight: 600; color: var(--oxford); font-size: .92rem; line-height: 1.2; flex: 1 1 auto; }\r\n.amtivo-report .fam-mobile__name .tag { display: inline-block; background: var(--red); color: var(--paper); font-family: 'Montserrat', sans-serif; font-weight: 700; font-size: .55rem; text-transform: uppercase; letter-spacing: .08em; padding: 1px 4px; margin-left: 5px; vertical-align: middle; }\r\n.amtivo-report .fam-mobile__cells { display: grid; grid-template-columns: repeat(5, 1fr); gap: 3px; }\r\n.amtivo-report .fam-mobile__cell { padding: 6px 2px 4px; text-align: center; font-family: 'Montserrat', sans-serif; font-variant-numeric: tabular-nums; font-size: .8rem; line-height: 1.05; min-height: 44px; display: flex; flex-direction: column; align-items: center; justify-content: center; gap: 2px; }\r\n.amtivo-report .fam-mobile__cell-pct { font-weight: 600; }\r\n.amtivo-report .fam-mobile__cell-label { font-family: 'Montserrat', sans-serif; font-size: .54rem; text-transform: uppercase; letter-spacing: .05em; opacity: .85; line-height: 1; }\r\n.amtivo-report .fam-mobile__cell.col-never.b1 { background: #F4F6FA; color: var(--oxford-2); }\r\n.amtivo-report .fam-mobile__cell.col-never.b2 { background: #DCE3EE; color: var(--oxford-2); }\r\n.amtivo-report .fam-mobile__cell.col-never.b3 { background: #B6C2D8; color: var(--oxford); }\r\n.amtivo-report .fam-mobile__cell.col-never.b4 { background: #5566c2; color: var(--paper); }\r\n.amtivo-report .fam-mobile__cell.col-never.b5 { background: #1f299c; color: var(--paper); }\r\n.amtivo-report .fam-mobile__cell.col-seen.b1 { background: #F4F6F4; color: var(--oxford-2); }\r\n.amtivo-report .fam-mobile__cell.col-seen.b2 { background: #E0E5E2; color: var(--oxford-2); }\r\n.amtivo-report .fam-mobile__cell.col-seen.b3 { background: #BBC4BE; color: var(--oxford); }\r\n.amtivo-report .fam-mobile__cell.col-seen.b4 { background: #8C9990; color: var(--paper); }\r\n.amtivo-report .fam-mobile__cell.col-seen.b5 { background: #5C6A60; color: var(--paper); }\r\n.amtivo-report .fam-mobile__cell.col-know.b1 { background: #F7F5F1; color: var(--oxford-2); }\r\n.amtivo-report .fam-mobile__cell.col-know.b2 { background: #E9E4D9; color: var(--oxford-2); }\r\n.amtivo-report .fam-mobile__cell.col-know.b3 { background: #CFC6B2; color: var(--oxford); }\r\n.amtivo-report .fam-mobile__cell.col-know.b4 { background: #A89A7C; color: var(--paper); }\r\n.amtivo-report .fam-mobile__cell.col-know.b5 { background: #7B6E55; color: var(--paper); }\r\n.amtivo-report .fam-mobile__cell.col-useful.b1 { background: #fff3ef; color: var(--oxford-2); }\r\n.amtivo-report .fam-mobile__cell.col-useful.b2 { background: #fde0d5; color: var(--oxford-2); }\r\n.amtivo-report .fam-mobile__cell.col-useful.b3 { background: #F6BE82; color: var(--oxford); }\r\n.amtivo-report .fam-mobile__cell.col-useful.b4 { background: #F19341; color: var(--paper); }\r\n.amtivo-report .fam-mobile__cell.col-useful.b5 { background: #C45D0E; color: var(--paper); }\r\n.amtivo-report .fam-mobile__cell.col-relied.b1 { background: #FDEFEE; color: var(--oxford-2); }\r\n.amtivo-report .fam-mobile__cell.col-relied.b2 { background: #F4D2D1; color: var(--oxford-2); }\r\n.amtivo-report .fam-mobile__cell.col-relied.b3 { background: #E59B99; color: var(--oxford); }\r\n.amtivo-report .fam-mobile__cell.col-relied.b4 { background: #f15928; color: var(--paper); }\r\n.amtivo-report .fam-mobile__cell.col-relied.b5 { background: #f15928; color: var(--paper); }\r\n\r\n\/* ===========================\r\n   S2\r\n   =========================== *\/\r\n.amtivo-report #s2 h2 { font-weight: 900; font-size: clamp(1.85rem, 4.4vw, 2.7rem); line-height: 1.1; letter-spacing: -.018em; margin: 0 0 .6em; }\r\n.amtivo-report #s2 .h2-accent { color: var(--red); }\r\n.amtivo-report #s2 .section-head { margin: 0 0 32px; }\r\n.amtivo-report #s2 .section-head__kicker { font-family: 'Montserrat', sans-serif; font-weight: 800; color: var(--orange); font-size: 1.1rem; letter-spacing: .14em; margin: 0 0 6px; line-height: 1; display: block; }\r\n.amtivo-report #s2 .section-head__rule { width: 56px; height: 3px; background: var(--orange); margin: 0 0 14px; border: none; }\r\n.amtivo-report #s2 .section-head h2 { margin-bottom: 0; }\r\n@media (min-width: 880px) {\r\n\r\n  .amtivo-report #s2 .section-head { display: grid; grid-template-columns: 100px 1fr; gap: 24px; align-items: start; }\r\n  .amtivo-report #s2 .section-head__kicker { grid-column: 1; font-size: 4.2rem; font-weight: 800; letter-spacing: -.02em; line-height: .9; margin: 0; }\r\n  .amtivo-report #s2 .section-head__rule { display: none; }\r\n  .amtivo-report #s2 .section-head__title { grid-column: 2; }\r\n\r\n}\r\n.amtivo-report #s2 .scenarios-preview { display: grid; grid-template-columns: repeat(2, 1fr); gap: 10px; margin: 0 0 32px; }\r\n@media (min-width: 540px) {\r\n .amtivo-report #s2 .scenarios-preview { grid-template-columns: repeat(5, 1fr); gap: 12px; } \r\n}\r\n.amtivo-report #s2 .scenarios-preview__item { display: flex; flex-direction: column; align-items: center; gap: 8px; padding: 14px 8px; background: var(--paper); border: 1px solid var(--line); text-align: center; }\r\n.amtivo-report #s2 .scenarios-preview__icon { width: 30px; height: 30px; color: var(--cobalt); flex: 0 0 auto; }\r\n.amtivo-report #s2 .scenarios-preview__icon svg { width: 100%; height: 100%; }\r\n.amtivo-report #s2 .scenarios-preview__name { font-family: 'Montserrat', sans-serif; font-weight: 600; color: var(--oxford); font-size: .82rem; line-height: 1.2; }\r\n.amtivo-report #s2 .qwording { margin: 36px 0 12px; padding: 6px 0 6px 16px; border-left: 4px solid var(--orange); font-family: 'Montserrat', sans-serif; font-weight: 600; color: var(--oxford); font-size: 1.05rem; line-height: 1.4; letter-spacing: -.005em; }\r\n.amtivo-report #s2 .qwording em { font-style: normal; font-weight: 700; }\r\n.amtivo-report #s2 .qwording-meta { margin: 0 0 26px; padding-left: 20px; font-family: 'Montserrat', sans-serif; font-size: .88rem; color: var(--grey); line-height: 1.5; }\r\n.amtivo-report #s2 .pullquote { margin: 48px 0; padding: 20px 0 0; border-top: 4px solid var(--orange); }\r\n.amtivo-report #s2 .pullquote p { font-family: 'Montserrat', sans-serif; font-weight: 500; font-style: italic; color: var(--oxford); font-size: clamp(1.25rem, 3vw, 1.6rem); line-height: 1.35; letter-spacing: -.005em; margin: 0; }\r\n.amtivo-report #s2 .pullquote .stat { font-style: normal; font-weight: 700; color: var(--red); }\r\n\r\n\/* vizC *\/\r\n.amtivo-report .vizC-wrap { background: var(--paper); border: 1px solid var(--line); padding: 22px 18px 26px; margin: 0 0 36px; }\r\n.amtivo-report .vizC { display: grid; grid-template-columns: 76px 1fr; gap: 8px; }\r\n.amtivo-report .vizC-yaxis { position: relative; height: 552px; border-right: 1px solid var(--line); }\r\n.amtivo-report .vizC-yaxis__plot { position: absolute; bottom: 0; left: 0; right: 0; height: 480px; }\r\n.amtivo-report .vizC-yaxis__label { position: absolute; right: 12px; font-family: 'Montserrat', sans-serif; font-size: .68rem; color: var(--oxford); text-transform: uppercase; letter-spacing: .08em; text-align: right; line-height: 1.15; white-space: nowrap; font-weight: 700; }\r\n.amtivo-report .vizC-yaxis__label.top { top: 4px; }\r\n.amtivo-report .vizC-yaxis__label.bot { bottom: 4px; }\r\n.amtivo-report .vizC-yaxis__tick { position: absolute; right: -1px; width: 6px; height: 1px; background: var(--grey-2); }\r\n.amtivo-report .vizC-yaxis__tick-label { position: absolute; right: 12px; transform: translateY(50%); font-family: 'Montserrat', sans-serif; font-size: .7rem; color: var(--grey-2); font-variant-numeric: tabular-nums; }\r\n.amtivo-report .vizC-cols { display: grid; grid-template-columns: repeat(5, 1fr); gap: 0; position: relative; }\r\n.amtivo-report .vizC-col { display: flex; flex-direction: column; border-left: 1px solid var(--line); min-width: 0; }\r\n.amtivo-report .vizC-col:first-child { border-left: none; }\r\n.amtivo-report .vizC-col__head { display: flex; flex-direction: column; align-items: center; justify-content: center; gap: 4px; height: 72px; padding: 8px 4px; border-bottom: 1px solid var(--line); background: var(--seasalt); }\r\n.amtivo-report .vizC-col__icon { width: 22px; height: 22px; color: var(--cobalt); flex: 0 0 auto; }\r\n.amtivo-report .vizC-col__name { font-family: 'Montserrat', sans-serif; font-weight: 700; font-size: .78rem; color: var(--oxford); text-align: center; line-height: 1.15; }\r\n.amtivo-report .vizC-col__plot { position: relative; height: 480px; background: linear-gradient(to top, #FBEDEC 0%, #FBEDEC 25%, transparent 25%, transparent 65%, #E8F4F0 65%, #E8F4F0 100%); }\r\n.amtivo-report .vizC-dot { position: absolute; left: 12px; width: 11px; height: 11px; border-radius: 50%; background: var(--grey-2); transform: translate(-50%, 50%); z-index: 4; cursor: pointer; box-shadow: 0 0 0 2px var(--paper); transition: transform .15s ease; }\r\n.amtivo-report .vizC-dot.t-friends { background: var(--cobalt); }\r\n.amtivo-report .vizC-dot.t-ai { background: var(--orange); }\r\n.amtivo-report .vizC-dot:hover, .amtivo-report .vizC-dot.is-active { transform: translate(-50%, 50%) scale(1.5); z-index: 8; }\r\n.amtivo-report .vizC-label { position: absolute; left: 22px; right: 4px; height: 20px; display: flex; align-items: center; font-family: 'Montserrat', sans-serif; font-size: .72rem; line-height: 1.18; color: var(--oxford); z-index: 3; pointer-events: auto; cursor: pointer; white-space: nowrap; }\r\n.amtivo-report .vizC-label .name { font-weight: 400; margin-right: 5px; overflow: hidden; text-overflow: ellipsis; min-width: 0; }\r\n.amtivo-report .vizC-label .pct { font-weight: 700; font-variant-numeric: tabular-nums; flex: 0 0 auto; }\r\n.amtivo-report .vizC-label.t-friends { color: var(--cobalt); }\r\n.amtivo-report .vizC-label.t-friends .name { font-weight: 600; }\r\n.amtivo-report .vizC-label.t-ai { color: var(--orange); }\r\n.amtivo-report .vizC-label.t-ai      .name { font-weight: 600; }\r\n.amtivo-report .vizC-label.is-active { z-index: 9; background: var(--paper); box-shadow: 0 1px 4px rgba(22,35,60,.18); padding: 0 6px; margin-left: -6px; right: auto; width: max-content; max-width: none; overflow: visible; white-space: nowrap; }\r\n.amtivo-report .vizC-label.is-active .name { overflow: visible; text-overflow: clip; flex: 0 0 auto; }\r\n.amtivo-report .vizC-connectors { position: absolute; inset: 72px 0 0 0; pointer-events: none; z-index: 2; }\r\n.amtivo-report .vizC-connectors path { fill: none; stroke-width: 2; opacity: .7; }\r\n.amtivo-report .vizC-connectors path.t-friends { stroke: var(--cobalt); }\r\n.amtivo-report .vizC-connectors path.t-ai { stroke: var(--orange); }\r\n.amtivo-report .vizC-mob-head { text-align: right; font-family: 'Montserrat', sans-serif; font-size: .68rem; text-transform: uppercase; letter-spacing: .12em; color: var(--grey); font-weight: 700; margin: 0 0 6px; }\r\n.amtivo-report .vizC-mob-bar { padding: 6px 0; }\r\n.amtivo-report .vizC-mob-bar__label { display: flex; align-items: baseline; justify-content: space-between; gap: 12px; font-family: 'Montserrat', sans-serif; font-size: .88rem; color: var(--oxford); margin-bottom: 4px; }\r\n.amtivo-report .vizC-mob-bar__val { font-variant-numeric: tabular-nums; font-weight: 600; color: var(--cobalt); }\r\n.amtivo-report .vizC-mob-bar__track { background: var(--line-dim); height: 8px; border-radius: 4px; overflow: hidden; }\r\n.amtivo-report .vizC-mob-bar__fill { height: 100%; background: var(--grey-2); border-radius: 4px; }\r\n.amtivo-report .vizC-mob-bar.t-friends .vizC-mob-bar__fill { background: var(--cobalt); }\r\n.amtivo-report .vizC-mob-bar.t-friends .vizC-mob-bar__val { color: var(--cobalt); }\r\n.amtivo-report .vizC-mob-bar.t-ai .vizC-mob-bar__fill { background: var(--orange); }\r\n.amtivo-report .vizC-mob-bar.t-ai .vizC-mob-bar__val { color: var(--orange); }\r\n@media (max-width: 960px) {\r\n\r\n  .amtivo-report .vizC { grid-template-columns: 1fr; gap: 16px; }\r\n  .amtivo-report .vizC-yaxis { display: none; }\r\n  .amtivo-report .vizC-cols { grid-template-columns: 1fr; gap: 16px; }\r\n  .amtivo-report .vizC-col__plot { display: none; }\r\n  .amtivo-report .vizC-connectors { display: none; }\r\n  .amtivo-report .vizC-col__mobile { display: block; }\r\n  .amtivo-report .vizC-col__head { flex-direction: row; align-items: center; justify-content: flex-start; gap: 10px; height: auto; padding: 0 0 12px 0; border-bottom: 1px solid var(--line-dim); background: transparent; }\r\n  .amtivo-report .vizC-col__icon { width: 22px; }\r\n  .amtivo-report .vizC-col__name { text-align: left; font-size: 1.05rem; }\r\n  .amtivo-report .vizC-col { background: var(--paper); border: 1px solid var(--line); padding: 16px; border-left-width: 1px !important; }\r\n\r\n}\r\n@media (min-width: 961px) {\r\n .amtivo-report .vizC-col__mobile { display: none; } \r\n}\r\n\r\n\/* ===========================\r\n   S3\r\n   =========================== *\/\r\n.amtivo-report #s3 h2 { font-weight: 900; font-size: clamp(1.85rem, 4.4vw, 2.7rem); line-height: 1.1; letter-spacing: -.018em; margin: 0 0 .6em; }\r\n.amtivo-report #s3 .h2-accent { color: var(--red); }\r\n.amtivo-report #s3 .section-head { margin: 0 0 32px; }\r\n.amtivo-report #s3 .section-head__kicker { font-family: 'Montserrat', sans-serif; font-weight: 800; color: var(--orange); font-size: 1.1rem; letter-spacing: .14em; margin: 0 0 6px; line-height: 1; display: block; }\r\n.amtivo-report #s3 .section-head__rule { width: 56px; height: 3px; background: var(--orange); margin: 0 0 14px; border: none; }\r\n.amtivo-report #s3 .section-head h2 { margin-bottom: 0; }\r\n@media (min-width: 880px) {\r\n\r\n  .amtivo-report #s3 .section-head { display: grid; grid-template-columns: 100px 1fr; gap: 24px; align-items: start; }\r\n  .amtivo-report #s3 .section-head__kicker { grid-column: 1; font-size: 4.2rem; font-weight: 800; letter-spacing: -.02em; line-height: .9; margin: 0; }\r\n  .amtivo-report #s3 .section-head__rule { display: none; }\r\n  .amtivo-report #s3 .section-head__title { grid-column: 2; }\r\n\r\n}\r\n.amtivo-report #s3 .qwording { margin: 36px 0 18px; padding: 6px 0 6px 16px; border-left: 4px solid var(--orange); font-family: 'Montserrat', sans-serif; font-weight: 600; color: var(--oxford); font-size: 1.05rem; line-height: 1.4; letter-spacing: -.005em; }\r\n.amtivo-report #s3 .qwording em { font-style: normal; font-weight: 700; }\r\n.amtivo-report #s3 .pullquote { margin: 48px 0; padding: 20px 0 0; border-top: 4px solid var(--orange); }\r\n.amtivo-report #s3 .pullquote p { font-family: 'Montserrat', sans-serif; font-weight: 500; font-style: italic; color: var(--oxford); font-size: clamp(1.25rem, 3vw, 1.6rem); line-height: 1.35; letter-spacing: -.005em; margin: 0; }\r\n.amtivo-report #s3 .pullquote .stat { font-style: normal; font-weight: 700; color: var(--red); }\r\n.amtivo-report .viz1 { background: var(--paper); border: 1px solid var(--line); padding: 28px 18px 22px; margin: 0 0 36px; }\r\n.amtivo-report .viz1__bar { display: grid; grid-template-columns: 27.8fr 55.0fr 17.2fr; border: 1px solid var(--line); background: var(--paper); height: 64px; overflow: hidden; }\r\n.amtivo-report .viz1__seg { display: flex; align-items: center; justify-content: center; flex-direction: column; gap: 2px; padding: 6px 8px; color: var(--paper); font-family: 'Montserrat', sans-serif; line-height: 1.1; text-align: center; }\r\n.amtivo-report .viz1__seg--yes { background: var(--cobalt); }\r\n.amtivo-report .viz1__seg--no { background: var(--grey); }\r\n.amtivo-report .viz1__seg--dk { background: var(--red); }\r\n.amtivo-report .viz1__pct { font-family: 'Montserrat', sans-serif; font-weight: 800; font-size: 1.35rem; letter-spacing: -.01em; line-height: 1; }\r\n.amtivo-report .viz1__lbl { font-size: .68rem; text-transform: uppercase; letter-spacing: .06em; font-weight: 600; opacity: .92; }\r\n@media (max-width: 540px) {\r\n .amtivo-report .viz1__bar { height: 56px; } .amtivo-report .viz1__pct { font-size: 1.1rem; } .amtivo-report .viz1__lbl { display: none; } \r\n}\r\n.amtivo-report .viz1__key { margin: 14px 0 0; display: flex; flex-wrap: wrap; gap: 18px; font-family: 'Montserrat', sans-serif; font-size: .82rem; color: var(--oxford-2); }\r\n.amtivo-report .viz1__key-item { display: inline-flex; align-items: center; gap: 8px; line-height: 1.3; }\r\n.amtivo-report .viz1__key-swatch { width: 14px; height: 14px; flex: 0 0 auto; }\r\n.amtivo-report .viz1__key-swatch--yes { background: var(--cobalt); }\r\n.amtivo-report .viz1__key-swatch--no { background: var(--grey); }\r\n.amtivo-report .viz1__key-swatch--dk { background: var(--red); }\r\n.amtivo-report .viz2-wrap { margin: 0 0 36px; }\r\n.amtivo-report .viz2-table { width: 100%; border-collapse: separate; border-spacing: 0; background: var(--paper); border: 1px solid var(--line); table-layout: fixed; }\r\n.amtivo-report .viz2-table thead th { font-family: 'Montserrat', sans-serif; font-weight: 700; font-size: .68rem; text-transform: uppercase; letter-spacing: .06em; color: var(--oxford); background: var(--seasalt); line-height: 1.25; padding: 14px 6px; text-align: center; border-bottom: 1px solid var(--line); vertical-align: bottom; }\r\n.amtivo-report .viz2-table th.col-pl { width: 28%; text-align: left; padding-left: 14px; }\r\n.amtivo-report .viz2-icon { width: 28px; height: 28px; display: block; margin: 0 auto 6px; }\r\n.amtivo-report .viz2-table tbody td { padding: 18px 6px; border-bottom: 1px solid var(--line-dim); text-align: center; font-family: 'Montserrat', sans-serif; font-variant-numeric: tabular-nums; font-size: .8rem; color: var(--oxford-2); position: relative; vertical-align: middle; }\r\n.amtivo-report .viz2-table tbody tr:last-child td { border-bottom: none; }\r\n.amtivo-report .viz2-table td.col-pl { text-align: left; padding-left: 14px; font-family: 'Montserrat', sans-serif; font-weight: 600; color: var(--oxford); }\r\n.amtivo-report .viz2-pl-inner { display: flex; align-items: center; gap: 10px; }\r\n.amtivo-report .viz2-pl-inner img { width: 24px; height: 24px; object-fit: contain; }\r\n.amtivo-report .viz2-cell { display: inline-flex; flex-direction: column; align-items: center; gap: 4px; line-height: 1; }\r\n.amtivo-report .viz2-cell.is-truth-cell { gap: 3px; }\r\n.amtivo-report .viz2-dot { border-radius: 50%; background: var(--cobalt); flex: 0 0 auto; }\r\n.amtivo-report .viz2-dot.is-truth { background: var(--red); box-shadow: 0 0 0 3px #F4D2D1; }\r\n.amtivo-report .viz2-pct { font-family: 'Montserrat', sans-serif; font-variant-numeric: tabular-nums; font-size: .78rem; color: var(--oxford); font-weight: 600; margin-top: 4px; }\r\n.amtivo-report .viz2-cell.is-truth-cell .viz2-pct { color: var(--red); font-weight: 700; }\r\n.amtivo-report .viz2-reality { font-family: 'Montserrat', sans-serif; font-weight: 700; color: var(--red); font-size: .55rem; letter-spacing: .12em; text-transform: uppercase; margin-top: 1px; }\r\n.amtivo-report .viz2-table { display: table; }\r\n.amtivo-report .viz2-mobile { display: none; }\r\n@media (max-width: 720px) {\r\n .amtivo-report .viz2-table { display: none; } .amtivo-report .viz2-mobile { display: block; } \r\n}\r\n.amtivo-report .viz2-mobile__card { background: var(--paper); border: 1px solid var(--line); padding: 12px 14px; margin: 0 0 10px; }\r\n.amtivo-report .viz2-mobile__card:last-child { margin-bottom: 0; }\r\n.amtivo-report .viz2-mobile__head { display: flex; align-items: center; gap: 10px; margin: 0 0 10px; }\r\n.amtivo-report .viz2-mobile__logo { width: 30px; height: 30px; background: var(--seasalt); border: 1px solid var(--line-dim); display: flex; align-items: center; justify-content: center; flex: 0 0 auto; }\r\n.amtivo-report .viz2-mobile__logo img { width: 22px; height: 22px; object-fit: contain; }\r\n.amtivo-report .viz2-mobile__name { font-family: 'Montserrat', sans-serif; font-weight: 700; color: var(--oxford); font-size: .95rem; }\r\n.amtivo-report .viz2-mobile__rows { display: grid; gap: 8px; }\r\n.amtivo-report .viz2-mobile__r { display: grid; grid-template-columns: 1fr 36px 50px; gap: 8px; align-items: center; font-family: 'Montserrat', sans-serif; font-size: .82rem; }\r\n.amtivo-report .viz2-mobile__r-label { color: var(--grey); line-height: 1.25; }\r\n.amtivo-report .viz2-mobile__r-dot { border-radius: 50%; margin: 0 auto; background: var(--cobalt); }\r\n.amtivo-report .viz2-mobile__r.is-truth .viz2-mobile__r-dot { background: var(--red); box-shadow: 0 0 0 3px #F4D2D1; }\r\n.amtivo-report .viz2-mobile__r.is-truth .viz2-mobile__r-label { color: var(--red); font-weight: 700; }\r\n.amtivo-report .viz2-mobile__r-pct { text-align: right; font-variant-numeric: tabular-nums; color: var(--oxford); font-weight: 600; }\r\n.amtivo-report .viz2-mobile__r.is-truth .viz2-mobile__r-pct { color: var(--red); }\r\n.amtivo-report .truth-tag { display: inline-block; background: var(--red); color: var(--paper); font-family: 'Montserrat', sans-serif; font-weight: 700; font-size: .54rem; text-transform: uppercase; letter-spacing: .1em; padding: 1px 5px; margin-left: 4px; line-height: 1.3; vertical-align: middle; }\r\n.amtivo-report .viz3-wrap { margin: 0 0 8px; }\r\n.amtivo-report .viz3-row { background: var(--paper); border: 1px solid var(--line); padding: 14px 16px; margin: 0 0 10px; cursor: pointer; }\r\n.amtivo-report .viz3-row:last-child { margin-bottom: 0; }\r\n.amtivo-report .viz3-summary { display: flex; align-items: center; gap: 14px; }\r\n.amtivo-report .viz3-summary__logo { flex: 0 0 30px; }\r\n.amtivo-report .viz3-summary__logo img { width: 26px; height: 26px; object-fit: contain; display: block; }\r\n.amtivo-report .viz3-summary__name { flex: 0 0 130px; font-family: 'Montserrat', sans-serif; font-weight: 700; color: var(--oxford); font-size: .98rem; }\r\n.amtivo-report .viz3-track { flex: 1 1 auto; max-width: 280px; min-width: 100px; position: relative; background: var(--line-dim); height: 8px; }\r\n.amtivo-report .viz3-track__line { position: absolute; left: 0; top: 50%; height: 2px; background: var(--cobalt); transform: translateY(-50%); }\r\n.amtivo-report .viz3-track__dot { position: absolute; top: 50%; transform: translate(-50%, -50%); width: 18px; height: 18px; border-radius: 50%; background: var(--orange); border: 2px solid var(--paper); box-shadow: 0 0 0 1px var(--orange); }\r\n.amtivo-report .viz3-track__axis { position: absolute; left: 0; right: 0; top: 18px; display: flex; justify-content: space-between; font-family: 'Montserrat', sans-serif; font-size: .6rem; color: var(--grey-2); letter-spacing: .04em; }\r\n.amtivo-report .viz3-summary__pct { flex: 0 0 76px; text-align: right; font-family: 'Montserrat', sans-serif; font-weight: 800; color: var(--orange); font-size: 1.4rem; line-height: 1; letter-spacing: -.01em; }\r\n.amtivo-report .viz3-summary__pct small { display: block; font-family: 'Montserrat', sans-serif; font-weight: 500; color: var(--grey); font-size: .55rem; letter-spacing: .07em; text-transform: uppercase; margin-top: 3px; }\r\n.amtivo-report .viz3-summary__cta { flex: 0 0 130px; margin-left: auto; display: flex; align-items: center; justify-content: center; gap: 8px; background: var(--orange-l); color: var(--oxford); font-family: 'Montserrat', sans-serif; font-size: .68rem; font-weight: 700; padding: 8px 10px; text-transform: uppercase; letter-spacing: .07em; cursor: pointer; user-select: none; line-height: 1.1; text-align: center; }\r\n.amtivo-report .viz3-summary__cta:hover { background: #FBD8AC; }\r\n.amtivo-report .viz3-row.is-open .viz3-summary__cta { background: var(--orange); color: var(--paper); }\r\n.amtivo-report .viz3-summary__chev { transition: transform .25s ease; user-select: none; font-size: .85rem; line-height: 1; }\r\n.amtivo-report .viz3-row.is-open .viz3-summary__chev { transform: rotate(180deg); }\r\n.amtivo-report .viz3-detail { display: none; margin-top: 14px; padding: 12px 0 4px; border-top: 1px dashed var(--line); }\r\n.amtivo-report .viz3-row.is-open .viz3-detail { display: block; }\r\n.amtivo-report .viz3-detail__bars { display: grid; gap: 5px; }\r\n.amtivo-report .viz3-detail__bar { display: grid; grid-template-columns: 96px 1fr 44px; gap: 12px; align-items: center; font-family: 'Montserrat', sans-serif; font-size: .76rem; }\r\n.amtivo-report .viz3-detail__label { color: var(--grey); }\r\n.amtivo-report .viz3-detail__track { background: var(--line-dim); height: 9px; }\r\n.amtivo-report .viz3-detail__fill { background: var(--cobalt); height: 100%; }\r\n.amtivo-report .viz3-detail__bar.dk .viz3-detail__fill { background: var(--grey-l); }\r\n.amtivo-report .viz3-detail__bar.dk .viz3-detail__label { color: var(--grey-2); font-style: italic; }\r\n.amtivo-report .viz3-detail__pct { text-align: right; font-variant-numeric: tabular-nums; color: var(--oxford); }\r\n@media (max-width: 540px) {\r\n\r\n  .amtivo-report .viz3-summary { gap: 8px; }\r\n  .amtivo-report .viz3-summary__logo { flex: 0 0 26px; }\r\n  .amtivo-report .viz3-summary__name { flex: 1 1 auto; flex-basis: 0; min-width: 0; }\r\n  .amtivo-report .viz3-track, .amtivo-report .viz3-track__axis { display: none; }\r\n  .amtivo-report .viz3-summary__pct { flex: 0 0 60px; font-size: 1.3rem; }\r\n  .amtivo-report .viz3-summary__cta { flex: 0 0 64px; margin-left: 0; font-size: .6rem; padding: 6px 4px; gap: 4px; }\r\n  .amtivo-report .viz3-summary__cta-text { display: none; }\r\n  .amtivo-report .viz3-summary__cta::before { content: 'Expand'; }\r\n  .amtivo-report .viz3-row.is-open .viz3-summary__cta::before { content: 'Hide'; }\r\n  .amtivo-report .viz3-detail__bar { grid-template-columns: 80px 1fr 40px; gap: 8px; }\r\n\r\n}\r\n.amtivo-report .viz3-note { font-family: 'Montserrat', sans-serif; font-size: .72rem; color: var(--grey-2); margin: 6px 0 0; line-height: 1.4; }\r\n\r\n\/* ===========================\r\n   S4\r\n   =========================== *\/\r\n.amtivo-report #s4 h2 { font-weight: 900; font-size: clamp(1.85rem, 4.4vw, 2.7rem); line-height: 1.1; letter-spacing: -.018em; margin: 0 0 .6em; }\r\n.amtivo-report #s4 .h2-accent { color: var(--red); }\r\n.amtivo-report #s4 .section-head { margin: 0 0 32px; }\r\n.amtivo-report #s4 .section-head__kicker { font-family: 'Montserrat', sans-serif; font-weight: 800; color: var(--orange); font-size: 1.1rem; letter-spacing: .14em; margin: 0 0 6px; line-height: 1; display: block; }\r\n.amtivo-report #s4 .section-head__rule { width: 56px; height: 3px; background: var(--orange); margin: 0 0 14px; border: none; }\r\n.amtivo-report #s4 .section-head h2 { margin-bottom: 0; }\r\n@media (min-width: 880px) {\r\n\r\n  .amtivo-report #s4 .section-head { display: grid; grid-template-columns: 100px 1fr; gap: 24px; align-items: start; }\r\n  .amtivo-report #s4 .section-head__kicker { grid-column: 1; font-size: 4.2rem; font-weight: 800; letter-spacing: -.02em; line-height: .9; margin: 0; }\r\n  .amtivo-report #s4 .section-head__rule { display: none; }\r\n  .amtivo-report #s4 .section-head__title { grid-column: 2; }\r\n\r\n}\r\n.amtivo-report #s4 .qwording { margin: 36px 0 18px; padding: 6px 0 6px 16px; border-left: 4px solid var(--orange); font-family: 'Montserrat', sans-serif; font-weight: 600; color: var(--oxford); font-size: 1.05rem; line-height: 1.4; letter-spacing: -.005em; }\r\n.amtivo-report #s4 .qwording em { font-style: normal; font-weight: 700; }\r\n.amtivo-report #s4 .qwording-meta { margin: -8px 0 22px; padding-left: 20px; font-family: 'Montserrat', sans-serif; font-size: .82rem; color: var(--grey); line-height: 1.5; }\r\n.amtivo-report #s4 .pullquote { margin: 48px 0; padding: 20px 0 0; border-top: 4px solid var(--orange); }\r\n.amtivo-report #s4 .pullquote p { font-family: 'Montserrat', sans-serif; font-weight: 500; font-style: italic; color: var(--oxford); font-size: clamp(1.25rem, 3vw, 1.6rem); line-height: 1.35; letter-spacing: -.005em; margin: 0; }\r\n.amtivo-report #s4 .pullquote .stat { font-style: normal; font-weight: 700; color: var(--red); }\r\n.amtivo-report .viz1-chart { background: var(--paper); border: 1px solid var(--line); padding: 28px 18px 18px; margin: 0 0 36px; }\r\n.amtivo-report .viz1-bars { display: grid; grid-template-columns: repeat(3, 1fr); align-items: end; height: 240px; gap: 22px; border-bottom: 1px solid var(--line); padding: 0 18px; }\r\n.amtivo-report .viz1-bar { position: relative; height: 100%; display: flex; align-items: flex-end; justify-content: center; }\r\n.amtivo-report .viz1-bar__fill { width: 100%; max-width: 86px; margin: 0 auto; position: relative; }\r\n.amtivo-report .viz1-bar__pct { position: absolute; bottom: 100%; left: 50%; transform: translate(-50%, -6px); font-family: 'Montserrat', sans-serif; font-weight: 700; font-size: .98rem; color: var(--oxford); line-height: 1; white-space: nowrap; }\r\n.amtivo-report .viz1-bar--less .viz1-bar__fill { background: var(--red); }\r\n.amtivo-report .viz1-bar--same .viz1-bar__fill { background: var(--grey); }\r\n.amtivo-report .viz1-bar--more .viz1-bar__fill { background: var(--cobalt); }\r\n.amtivo-report .viz1-bar--less .viz1-bar__pct { color: var(--red); }\r\n.amtivo-report .viz1-bar--more .viz1-bar__pct { color: var(--cobalt); }\r\n.amtivo-report .viz1-labels { display: grid; grid-template-columns: repeat(3, 1fr); padding: 12px 18px 0; gap: 22px; text-align: center; font-family: 'Montserrat', sans-serif; font-size: .78rem; color: var(--oxford-2); }\r\n.amtivo-report .viz1-labels span { text-transform: uppercase; letter-spacing: .06em; font-weight: 700; line-height: 1.25; }\r\n.amtivo-report .viz1-labels .lbl-less { color: var(--red); }\r\n.amtivo-report .viz1-labels .lbl-more { color: var(--cobalt); }\r\n@media (max-width: 540px) {\r\n .amtivo-report .viz1-bars { height: 200px; gap: 10px; padding: 0 6px; } .amtivo-report .viz1-bar__pct { font-size: 1rem; } .amtivo-report .viz1-labels { gap: 10px; padding: 10px 6px 0; font-size: .68rem; } \r\n}\r\n.amtivo-report .viz2-chart { background: var(--paper); border: 1px solid var(--line); padding: 28px 18px 18px; margin: 0 0 36px; }\r\n.amtivo-report .viz2-bars { display: grid; grid-template-columns: repeat(6, 1fr); align-items: end; height: 260px; gap: 12px; border-bottom: 1px solid var(--line); padding: 0 4px; }\r\n.amtivo-report .viz2-bar { position: relative; height: 100%; display: flex; align-items: flex-end; justify-content: center; }\r\n.amtivo-report .viz2-bar__fill { width: 100%; max-width: 64px; position: relative; }\r\n.amtivo-report .viz2-bar--external .viz2-bar__fill { background: var(--red); }\r\n.amtivo-report .viz2-bar--internal .viz2-bar__fill { background: var(--grey-2); }\r\n.amtivo-report .viz2-bar__pct { position: absolute; bottom: 100%; left: 50%; transform: translate(-50%, -6px); font-family: 'Montserrat', sans-serif; font-weight: 700; font-size: .98rem; color: var(--oxford); line-height: 1; white-space: nowrap; }\r\n.amtivo-report .viz2-bar--external .viz2-bar__pct { color: var(--red); }\r\n.amtivo-report .viz2-bar--internal .viz2-bar__pct { color: var(--grey); }\r\n.amtivo-report .viz2-labels { display: grid; grid-template-columns: repeat(6, 1fr); gap: 12px; padding: 12px 4px 0; }\r\n.amtivo-report .viz2-labels span { font-family: 'Montserrat', sans-serif; font-size: .68rem; color: var(--oxford-2); line-height: 1.25; text-align: center; word-break: normal; hyphens: auto; }\r\n.amtivo-report .viz2-mobile { display: none; margin: 0 0 36px; background: var(--paper); border: 1px solid var(--line); padding: 28px 18px 22px; }\r\n@media (max-width: 640px) {\r\n .amtivo-report .viz2-chart { display: none; } .amtivo-report .viz2-mobile { display: block; } \r\n}\r\n.amtivo-report .viz2-mobile__cluster-h { font-family: 'Montserrat', sans-serif; font-size: .65rem; text-transform: uppercase; letter-spacing: .12em; font-weight: 700; margin: 0 0 8px; }\r\n.amtivo-report .viz2-mobile__cluster-h--external { color: var(--red); margin-top: 0; }\r\n.amtivo-report .viz2-mobile__cluster-h--internal { color: var(--grey-2); margin-top: 22px; }\r\n.amtivo-report .viz2-mobile__bar { display: grid; grid-template-columns: 1fr 50px; align-items: center; gap: 10px; margin: 0 0 9px; }\r\n.amtivo-report .viz2-mobile__row { position: relative; height: 38px; background: var(--line-dim); }\r\n.amtivo-report .viz2-mobile__fill { height: 100%; background: var(--red); }\r\n.amtivo-report .viz2-mobile__bar--internal .viz2-mobile__fill { background: var(--grey-2); }\r\n.amtivo-report .viz2-mobile__lbl { position: absolute; left: 10px; top: 50%; transform: translateY(-50%); font-family: 'Montserrat', sans-serif; font-size: .78rem; color: var(--paper); font-weight: 500; line-height: 1.2; z-index: 2; pointer-events: none; max-width: calc(var(--bar-w, 100%) - 16px); }\r\n.amtivo-report .viz2-mobile__bar--narrow .viz2-mobile__lbl { color: var(--oxford); left: calc(var(--bar-w, 0%) + 8px); max-width: calc(100% - var(--bar-w, 0%) - 16px); }\r\n.amtivo-report .viz2-mobile__pct { text-align: right; font-family: 'Montserrat', sans-serif; font-variant-numeric: tabular-nums; font-weight: 700; color: var(--oxford); font-size: .92rem; }\r\n.amtivo-report .viz2-mobile__bar--internal .viz2-mobile__pct { color: var(--grey); }\r\n\r\n\/* ===========================\r\n   S5\r\n   =========================== *\/\r\n.amtivo-report #s5 h2 { font-weight: 900; font-size: clamp(1.85rem, 4.4vw, 2.7rem); line-height: 1.1; letter-spacing: -.018em; margin: 0 0 .6em; }\r\n.amtivo-report #s5 .h2-accent { color: var(--red); }\r\n.amtivo-report #s5 .section-head { margin: 0 0 32px; }\r\n.amtivo-report #s5 .section-head__kicker { font-family: 'Montserrat', sans-serif; font-weight: 800; color: var(--orange); font-size: 1.1rem; letter-spacing: .14em; margin: 0 0 6px; line-height: 1; display: block; }\r\n.amtivo-report #s5 .section-head__rule { width: 56px; height: 3px; background: var(--orange); margin: 0 0 14px; border: none; }\r\n.amtivo-report #s5 .section-head h2 { margin-bottom: 0; }\r\n@media (min-width: 880px) {\r\n\r\n  .amtivo-report #s5 .section-head { display: grid; grid-template-columns: 100px 1fr; gap: 24px; align-items: start; }\r\n  .amtivo-report #s5 .section-head__kicker { grid-column: 1; font-size: 4.2rem; font-weight: 800; letter-spacing: -.02em; line-height: .9; margin: 0; }\r\n  .amtivo-report #s5 .section-head__rule { display: none; }\r\n  .amtivo-report #s5 .section-head__title { grid-column: 2; }\r\n\r\n}\r\n.amtivo-report #s5 .qwording { margin: 36px 0 18px; padding: 6px 0 6px 16px; border-left: 4px solid var(--orange); font-family: 'Montserrat', sans-serif; font-weight: 600; color: var(--oxford); font-size: 1.05rem; line-height: 1.4; letter-spacing: -.005em; }\r\n.amtivo-report #s5 .qwording em { font-style: normal; font-weight: 700; }\r\n.amtivo-report #s5 .qwording-meta { margin: -8px 0 22px; padding-left: 20px; font-family: 'Montserrat', sans-serif; font-size: .82rem; color: var(--grey); line-height: 1.5; }\r\n.amtivo-report #s5 .pullquote { margin: 48px 0; padding: 20px 0 0; border-top: 4px solid var(--orange); }\r\n.amtivo-report #s5 .pullquote p { font-family: 'Montserrat', sans-serif; font-weight: 500; font-style: italic; color: var(--oxford); font-size: clamp(1.25rem, 3vw, 1.6rem); line-height: 1.35; letter-spacing: -.005em; margin: 0; }\r\n.amtivo-report #s5 .pullquote .stat { font-style: normal; font-weight: 700; color: var(--red); }\r\n.amtivo-report #s5 .viz1-chart { background: var(--paper); border: 1px solid var(--line); padding: 28px 18px 18px; position: relative; margin: 0 0 36px; }\r\n.amtivo-report #s5 .viz1-bars { display: grid; grid-template-columns: repeat(6, 1fr); align-items: end; height: 240px; gap: 12px; border-bottom: 1px solid var(--line); padding: 0 4px; position: relative; }\r\n.amtivo-report #s5 .viz1-bar { position: relative; height: 100%; display: flex; align-items: flex-end; justify-content: center; }\r\n.amtivo-report #s5 .viz1-bar__fill { width: 100%; max-width: 64px; background: var(--cobalt); position: relative; }\r\n.amtivo-report #s5 .viz1-bar__pct { position: absolute; bottom: 100%; left: 50%; transform: translate(-50%, -6px); font-family: 'Montserrat', sans-serif; font-weight: 700; font-size: .98rem; color: var(--oxford); line-height: 1; white-space: nowrap; }\r\n.amtivo-report #s5 .viz1-ref { position: absolute; left: 0; right: 0; bottom: 71%; border-top: 2px dashed var(--orange); pointer-events: none; z-index: 3; }\r\n.amtivo-report #s5 .viz1-ref__lbl { position: absolute; right: 0; top: -22px; background: var(--paper); padding: 2px 8px; font-family: 'Montserrat', sans-serif; font-size: .68rem; font-weight: 700; color: var(--orange); text-transform: uppercase; letter-spacing: .07em; line-height: 1; white-space: nowrap; }\r\n.amtivo-report #s5 .viz1-ref__lbl strong { font-family: 'Montserrat', sans-serif; font-weight: 800; color: var(--orange); font-size: 1rem; margin-right: 4px; letter-spacing: -.005em; }\r\n.amtivo-report #s5 .viz1-labels { display: grid; grid-template-columns: repeat(6, 1fr); gap: 12px; padding: 12px 4px 0; }\r\n.amtivo-report #s5 .viz1-labels span { font-family: 'Montserrat', sans-serif; font-size: .78rem; color: var(--oxford-2); text-align: center; text-transform: uppercase; letter-spacing: .06em; font-weight: 700; line-height: 1.25; }\r\n@media (max-width: 540px) {\r\n .amtivo-report #s5 .viz1-bars { height: 200px; gap: 6px; } .amtivo-report #s5 .viz1-bar__pct { font-size: .82rem; } .amtivo-report #s5 .viz1-labels { gap: 6px; padding: 10px 4px 0; } .amtivo-report #s5 .viz1-labels span { font-size: .62rem; letter-spacing: .04em; } .amtivo-report #s5 .viz1-ref__lbl { font-size: .58rem; padding: 2px 5px; } .amtivo-report #s5 .viz1-ref__lbl strong { font-size: .85rem; } \r\n}\r\n.amtivo-report .viz2-list { background: var(--paper); border: 1px solid var(--line); padding: 28px 18px 18px; margin: 0 0 36px; }\r\n.amtivo-report .viz2-bar { display: grid; grid-template-columns: 1fr 56px; gap: 10px; align-items: center; margin: 0 0 9px; }\r\n.amtivo-report .viz2-bar__row { position: relative; height: 38px; background: var(--line-dim); }\r\n.amtivo-report .viz2-bar__fill { height: 100%; background: var(--cobalt); }\r\n.amtivo-report .viz2-bar__lbl { position: absolute; left: 12px; top: 50%; transform: translateY(-50%); font-family: 'Montserrat', sans-serif; font-size: .82rem; color: var(--paper); font-weight: 500; line-height: 1.2; z-index: 2; pointer-events: none; max-width: calc(var(--bar-w, 100%) - 20px); }\r\n.amtivo-report .viz2-bar--narrow .viz2-bar__lbl { color: var(--oxford); left: calc(var(--bar-w, 0%) + 10px); max-width: calc(100% - var(--bar-w, 0%) - 70px); }\r\n.amtivo-report .viz2-bar__pct { text-align: right; font-family: 'Montserrat', sans-serif; font-variant-numeric: tabular-nums; font-weight: 700; color: var(--oxford); font-size: .92rem; }\r\n@media (max-width: 540px) {\r\n .amtivo-report .viz2-bar { padding-top: 30px; margin: 0 0 14px; } .amtivo-report .viz2-bar__row { height: 28px; overflow: visible; } .amtivo-report .viz2-bar__lbl, .amtivo-report .viz2-bar--narrow .viz2-bar__lbl { left: 0; top: auto; bottom: 100%; transform: none; margin-bottom: 4px; color: var(--oxford); font-size: .8rem; line-height: 1.25; max-width: 100%; white-space: normal; } \r\n}\r\n\r\n\/* ===========================\r\n   S6\r\n   =========================== *\/\r\n.amtivo-report #s6 h2 { font-weight: 900; font-size: clamp(1.85rem, 4.4vw, 2.7rem); line-height: 1.1; letter-spacing: -.018em; margin: 0 0 .6em; }\r\n.amtivo-report #s6 .h2-accent { color: var(--red); }\r\n.amtivo-report #s6 .section-head { margin: 0 0 32px; }\r\n.amtivo-report #s6 .section-head__kicker { font-family: 'Montserrat', sans-serif; font-weight: 800; color: var(--orange); font-size: 1.1rem; letter-spacing: .14em; margin: 0 0 6px; line-height: 1; display: block; }\r\n.amtivo-report #s6 .section-head__rule { width: 56px; height: 3px; background: var(--orange); margin: 0 0 14px; border: none; }\r\n.amtivo-report #s6 .section-head h2 { margin-bottom: 0; }\r\n@media (min-width: 880px) {\r\n\r\n  .amtivo-report #s6 .section-head { display: grid; grid-template-columns: 100px 1fr; gap: 24px; align-items: start; }\r\n  .amtivo-report #s6 .section-head__kicker { grid-column: 1; font-size: 4.2rem; font-weight: 800; letter-spacing: -.02em; line-height: .9; margin: 0; }\r\n  .amtivo-report #s6 .section-head__rule { display: none; }\r\n  .amtivo-report #s6 .section-head__title { grid-column: 2; }\r\n\r\n}\r\n.amtivo-report #s6 .qwording { margin: 36px 0 18px; padding: 6px 0 6px 16px; border-left: 4px solid var(--orange); font-family: 'Montserrat', sans-serif; font-weight: 600; color: var(--oxford); font-size: 1.05rem; line-height: 1.4; letter-spacing: -.005em; }\r\n.amtivo-report #s6 .qwording em { font-style: normal; font-weight: 700; }\r\n.amtivo-report #s6 .pullquote { margin: 48px 0; padding: 20px 0 0; border-top: 4px solid var(--orange); }\r\n.amtivo-report #s6 .pullquote p { font-family: 'Montserrat', sans-serif; font-weight: 500; font-style: italic; color: var(--oxford); font-size: clamp(1.25rem, 3vw, 1.6rem); line-height: 1.35; letter-spacing: -.005em; margin: 0; }\r\n.amtivo-report #s6 .pullquote .stat { font-style: normal; font-weight: 700; color: var(--red); }\r\n.amtivo-report .fivebn { display: flex; align-items: baseline; gap: 16px; padding: 18px 22px; background: var(--orange-ll); border-left: 4px solid var(--orange); margin: 0 0 22px; flex-wrap: wrap; }\r\n.amtivo-report .fivebn__num { font-family: 'Montserrat', sans-serif; font-weight: 800; color: var(--orange); font-size: 2.4rem; line-height: 1; letter-spacing: -.02em; flex: 0 0 auto; }\r\n.amtivo-report .fivebn__txt { font-family: 'Montserrat', sans-serif; color: var(--oxford-2); font-size: .95rem; line-height: 1.4; flex: 1 1 0; min-width: 220px; }\r\n.amtivo-report .fivebn__txt strong { font-weight: 700; color: var(--oxford); }\r\n@media (max-width: 540px) {\r\n .amtivo-report .fivebn { padding: 14px 16px; gap: 10px; } .amtivo-report .fivebn__num { font-size: 1.9rem; } .amtivo-report .fivebn__txt { font-size: .85rem; } \r\n}\r\n.amtivo-report .viz-chart { background: var(--paper); border: 1px solid var(--line); padding: 28px 18px 18px; margin: 0 0 36px; }\r\n.amtivo-report .viz-bars { display: grid; grid-template-columns: repeat(8, 1fr); align-items: end; height: 240px; gap: 6px; border-bottom: 1px solid var(--line); padding: 0 4px; }\r\n.amtivo-report .viz-bar { position: relative; height: 100%; display: flex; align-items: flex-end; justify-content: center; }\r\n.amtivo-report .viz-bar__fill { width: 100%; max-width: 56px; background: var(--cobalt); position: relative; min-height: 3px; }\r\n.amtivo-report .viz-bar--other .viz-bar__fill { background: var(--grey-2); }\r\n.amtivo-report .viz-bar__pct { position: absolute; bottom: 100%; left: 50%; transform: translate(-50%, -6px); font-family: 'Montserrat', sans-serif; font-weight: 700; font-size: .98rem; color: var(--oxford); line-height: 1; white-space: nowrap; }\r\n.amtivo-report .viz-bar--other .viz-bar__pct { color: var(--grey); }\r\n.amtivo-report .viz-labels { display: grid; grid-template-columns: repeat(8, 1fr); gap: 6px; padding: 12px 4px 0; align-items: start; }\r\n.amtivo-report .viz-labels span { font-family: 'Montserrat', sans-serif; font-size: .65rem; color: var(--oxford-2); line-height: 1.25; text-align: center; word-break: normal; hyphens: none; }\r\n.amtivo-report .viz-mobile { display: none; }\r\n@media (max-width: 540px) {\r\n\r\n  .amtivo-report .viz-chart { display: none; }\r\n  .amtivo-report .viz-mobile { display: block; background: var(--paper); border: 1px solid var(--line); padding: 18px 14px; margin: 0 0 36px; }\r\n\r\n}\r\n.amtivo-report .viz-mobile__bar { display: grid; grid-template-columns: 1fr 56px; gap: 10px; align-items: center; margin: 0 0 12px; padding-top: 28px; }\r\n.amtivo-report .viz-mobile__bar:first-child { padding-top: 0; }\r\n.amtivo-report .viz-mobile__row { position: relative; height: 26px; background: var(--line-dim); overflow: visible; }\r\n.amtivo-report .viz-mobile__fill { height: 100%; background: var(--cobalt); min-width: 4px; }\r\n.amtivo-report .viz-mobile__bar--other .viz-mobile__fill { background: var(--grey-2); }\r\n.amtivo-report .viz-mobile__lbl { position: absolute; left: 0; bottom: 100%; margin-bottom: 4px; font-family: 'Montserrat', sans-serif; font-size: .78rem; color: var(--oxford); font-weight: 500; line-height: 1.25; white-space: normal; max-width: 100%; }\r\n.amtivo-report .viz-mobile__pct { text-align: right; font-family: 'Montserrat', sans-serif; font-variant-numeric: tabular-nums; font-weight: 700; color: var(--oxford); font-size: .92rem; }\r\n.amtivo-report .viz-mobile__bar--other .viz-mobile__pct { color: var(--grey); }\r\n.amtivo-report .viz-mobile__bar:first-child { padding-top: 18px; }\r\n\r\n\/* ===========================\r\n   S7\r\n   =========================== *\/\r\n.amtivo-report #s7 h2 { font-weight: 900; font-size: clamp(1.85rem, 4.4vw, 2.7rem); line-height: 1.1; letter-spacing: -.018em; margin: 0 0 .6em; }\r\n.amtivo-report #s7 .h2-accent { color: var(--red); }\r\n.amtivo-report #s7 .section-head { margin: 0 0 32px; }\r\n.amtivo-report #s7 .section-head__kicker { font-family: 'Montserrat', sans-serif; font-weight: 800; color: var(--orange); font-size: 1.1rem; letter-spacing: .14em; margin: 0 0 6px; line-height: 1; display: block; }\r\n.amtivo-report #s7 .section-head__rule { width: 56px; height: 3px; background: var(--orange); margin: 0 0 14px; border: none; }\r\n.amtivo-report #s7 .section-head h2 { margin-bottom: 0; }\r\n@media (min-width: 880px) {\r\n\r\n  .amtivo-report #s7 .section-head { display: grid; grid-template-columns: 100px 1fr; gap: 24px; align-items: start; }\r\n  .amtivo-report #s7 .section-head__kicker { grid-column: 1; font-size: 4.2rem; font-weight: 800; letter-spacing: -.02em; line-height: .9; margin: 0; }\r\n  .amtivo-report #s7 .section-head__rule { display: none; }\r\n  .amtivo-report #s7 .section-head__title { grid-column: 2; }\r\n\r\n}\r\n.amtivo-report #s7 .qwording { margin: 36px 0 18px; padding: 6px 0 6px 16px; border-left: 4px solid var(--orange); font-family: 'Montserrat', sans-serif; font-weight: 600; color: var(--oxford); font-size: 1.05rem; line-height: 1.4; letter-spacing: -.005em; }\r\n.amtivo-report #s7 .qwording em { font-style: normal; font-weight: 700; }\r\n.amtivo-report #s7 .qwording-meta { margin: -8px 0 22px; padding-left: 20px; font-family: 'Montserrat', sans-serif; font-size: .82rem; color: var(--grey); line-height: 1.5; }\r\n.amtivo-report #s7 .pullquote { margin: 48px 0; padding: 20px 0 0; border-top: 4px solid var(--orange); }\r\n.amtivo-report #s7 .pullquote p { font-family: 'Montserrat', sans-serif; font-weight: 500; font-style: italic; color: var(--oxford); font-size: clamp(1.25rem, 3vw, 1.6rem); line-height: 1.35; letter-spacing: -.005em; margin: 0; }\r\n.amtivo-report #s7 .pullquote .stat { font-style: normal; font-weight: 700; color: var(--red); }\r\n.amtivo-report .viz1-wrap { background: var(--paper); border: 1px solid var(--line); padding: 28px 18px 18px; margin: 0 0 8px; }\r\n.amtivo-report .viz1-desktop { display: block; }\r\n.amtivo-report .viz1-mobile { display: none; }\r\n@media (max-width: 540px) {\r\n .amtivo-report .viz1-desktop { display: none; } .amtivo-report .viz1-mobile { display: block; } \r\n}\r\n.amtivo-report .viz1-brackets { display: grid; grid-template-columns: 13.4fr 53.3fr 22.4fr 10.5fr minmax(10px, 0.5fr); gap: 0; margin: 0 0 4px; }\r\n.amtivo-report .viz1-bracket { text-align: center; font-family: 'Montserrat', sans-serif; font-size: .65rem; text-transform: uppercase; letter-spacing: .08em; font-weight: 700; padding: 4px 6px 6px; border-bottom: 1px solid var(--line); line-height: 1.2; }\r\n.amtivo-report 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border-left: 4px solid var(--orange); }\r\n.amtivo-report .signal-cats__list { list-style: none; padding: 0; margin: 0; display: grid; gap: 14px; }\r\n.amtivo-report .signal-cats__item { display: grid; grid-template-columns: auto 1fr; gap: 14px; align-items: baseline; font-family: 'Montserrat', sans-serif; font-size: .92rem; line-height: 1.5; color: var(--oxford-2); }\r\n.amtivo-report .signal-cats__num { font-family: 'Montserrat', sans-serif; font-weight: 800; color: var(--orange); font-size: 1.15rem; line-height: 1; flex: 0 0 auto; letter-spacing: -.005em; }\r\n.amtivo-report .signal-cats__type { font-family: 'Montserrat', sans-serif; font-weight: 700; color: var(--oxford); font-size: 1rem; margin-right: 4px; }\r\n@media (max-width: 540px) {\r\n .amtivo-report .signal-cats { padding: 16px 18px 16px 22px; margin-bottom: 32px; } .amtivo-report .signal-cats__item { grid-template-columns: auto 1fr; gap: 10px; font-size: .85rem; } \r\n}\r\n\r\n\/* ===========================\r\n   MAIN LAYOUT\r\n   =========================== *\/\r\n.amtivo-report main { max-width: var(--maxw); margin: 0 auto; padding: 64px var(--gutter) 96px; }\r\n.amtivo-report main > section[id^=\"s\"] + section[id^=\"s\"] { margin-top: 96px; }\r\n\r\n\/* ===========================\r\n   METHODOLOGY\r\n   =========================== *\/\r\n.amtivo-report sup.cite { line-height: 0; font-size: .7em; vertical-align: super; margin-left: 1px; }\r\n.amtivo-report sup.cite a { color: #1f299c; text-decoration: none !important; border-bottom: 0 !important; padding: 0 1px; }\r\n.amtivo-report sup.cite a:hover { color: #f15928; text-decoration: underline !important; }\r\n.amtivo-report section.methodology { background: var(--oxford); color: #B7BFCD; border-top: 3px solid var(--orange); }\r\n.amtivo-report section.methodology .methodology__inner { max-width: var(--maxw); margin: 0 auto; padding: 64px var(--gutter) 72px; }\r\n.amtivo-report section.methodology .methodology__kicker { font-family: 'Montserrat', sans-serif; font-weight: 600; letter-spacing: .04em; font-size: .82rem; color: var(--orange); margin: 0 0 28px; }\r\n.amtivo-report section.methodology p { font-family: 'Montserrat', sans-serif; font-size: 15px; line-height: 1.7; color: #B7BFCD; margin: 0 0 1.1em; }\r\n.amtivo-report section.methodology p:last-of-type { margin-bottom: 0; }\r\n.amtivo-report section.methodology strong { font-weight: 700; color: var(--paper); }\r\n.amtivo-report section.methodology em { font-style: italic; color: var(--paper); }\r\n@media (max-width: 540px) {\r\n .amtivo-report section.methodology .methodology__inner { padding: 48px var(--gutter) 56px; } \r\n}\r\n.amtivo-report section.methodology .refs { margin-top: 48px; padding-top: 32px; border-top: 1px solid rgba(255,255,255,0.12); }\r\n.amtivo-report section.methodology .refs__kicker { font-family: 'Montserrat', sans-serif; font-weight: 600; letter-spacing: .04em; font-size: .78rem; color: var(--orange); margin: 0 0 18px; }\r\n.amtivo-report section.methodology .refs__list { font-family: 'Montserrat', sans-serif; font-size: 13.5px; line-height: 1.55; color: #9CA8BC !important; margin: 0; padding-left: 1.6em; }\r\n.amtivo-report section.methodology .refs__list li { margin: 0 0 .85em; padding-left: .25em; scroll-margin-top: 24px; }\r\n.amtivo-report section.methodology .refs__list li:target { color: var(--paper); }\r\n.amtivo-report section.methodology .refs__list em { font-style: italic; color: #C8D2E2; }\r\n.amtivo-report section.methodology .refs__list a { color: #f15928; text-decoration: none; border-bottom: 1px solid rgba(241,89,40,0.25); word-break: break-word; }\r\n.amtivo-report section.methodology .refs__list a:hover { color: #C9D5EC; border-bottom-color: rgba(201,213,236,0.25); }\r\n.amtivo-report section.methodology .refs__more > summary { cursor: pointer; list-style: none; display: inline-flex; align-items: center; gap: 8px; font-family: 'Montserrat', sans-serif; font-weight: 600; text-transform: none; letter-spacing: .02em; font-size: 1rem; color: var(--orange); padding: 8px 0; user-select: none; }\r\n.amtivo-report section.methodology .refs__more > summary::-webkit-details-marker { display: none; }\r\n.amtivo-report section.methodology .refs__more > summary::before { content: \"+\"; display: inline-block; width: 18px; height: 18px; line-height: 16px; text-align: center; border: 1px solid var(--orange); border-radius: 50%; font-size: .9rem; font-weight: 700; }\r\n.amtivo-report section.methodology .refs__more[open] > summary::before { content: \"\\2212\"; }\r\n.amtivo-report section.methodology .refs__more > summary:hover { color: var(--paper); }\r\n.amtivo-report section.methodology .refs__more > summary:hover::before { border-color: var(--paper); color: var(--paper); }\r\n.amtivo-report section.methodology .refs__more[open] > summary { display: none; }\r\n.amtivo-report section.methodology .refs__more[open] > ol.refs__list { margin-top: 0; padding-top: 0; }\r\n\r\n\r\n\/* Report subtitle above Key Findings *\/\r\n.amtivo-report .amtivo-report-subtitle {\r\n  font-family: 'Montserrat', sans-serif;\r\n  font-weight: 900;\r\n  font-size: clamp(1.3rem, 3vw, 1.9rem);\r\n  line-height: 1.25;\r\n  color: var(--oxford);\r\n  letter-spacing: -.015em;\r\n  max-width: var(--maxw);\r\n  margin: 40px auto 28px;\r\n  padding: 0 var(--gutter);\r\n}\r\n\r\n\/* Key Findings as h3 \u2014 larger than the previous h4 kicker *\/\r\n.amtivo-report .findings__hd h3 {\r\n  font-family: 'Montserrat', sans-serif;\r\n  font-weight: 700;\r\n  font-size: clamp(1.1rem, 2.2vw, 1.4rem);\r\n  letter-spacing: .04em;\r\n  color: var(--cobalt);\r\n  margin: 0;\r\n}\r\n\r\n\/* Contents navigation *\/\r\n.amtivo-report .amtivo-contents {\r\n  background: var(--oxford);\r\n  border-bottom: 1px solid rgba(255,255,255,.08);\r\n  padding: 36px var(--gutter) 44px;\r\n  color: var(--paper);\r\n}\r\n.amtivo-report .amtivo-contents__inner {\r\n  max-width: var(--maxw);\r\n  margin: 0 auto;\r\n}\r\n.amtivo-report .amtivo-contents__kicker {\r\n  font-family: 'Montserrat', sans-serif;\r\n  font-weight: 600;\r\n  font-size: .78rem;\r\n  letter-spacing: .04em;\r\n  color: var(--orange);\r\n  margin: 0 0 18px;\r\n}\r\n.amtivo-report .amtivo-contents__list {\r\n  list-style: none;\r\n  padding: 0;\r\n  margin: 0;\r\n  display: grid;\r\n  grid-template-columns: 1fr;\r\n  gap: 4px;\r\n  counter-reset: contents;\r\n}\r\n@media (min-width: 720px) {\r\n  .amtivo-report .amtivo-contents__list {\r\n    grid-template-columns: 1fr 1fr;\r\n    gap: 6px 32px;\r\n  }\r\n}\r\n.amtivo-report .amtivo-contents__list li {\r\n  counter-increment: contents;\r\n  border-top: 1px solid rgba(255,255,255,.12);\r\n  padding: 12px 0 12px 42px;\r\n  position: relative;\r\n}\r\n.amtivo-report .amtivo-contents__list li::before {\r\n  content: counter(contents, decimal-leading-zero);\r\n  font-family: 'Montserrat', sans-serif;\r\n  font-size: .82rem;\r\n  color: var(--orange);\r\n  font-weight: 700;\r\n  position: absolute;\r\n  left: 0;\r\n  top: 14px;\r\n  letter-spacing: .04em;\r\n}\r\n.amtivo-report .amtivo-contents__list a {\r\n  color: var(--paper);\r\n  border: none;\r\n  font-family: 'Montserrat', sans-serif;\r\n  font-weight: 400;\r\n  font-size: 1rem;\r\n  text-decoration: none;\r\n}\r\n.amtivo-report .amtivo-contents__list a:hover {\r\n  color: var(--orange);\r\n}\r\n\/* Subtitle margin adjustment now contents sits between it and findings *\/\r\n.amtivo-report .amtivo-report-subtitle {\r\n  margin-bottom: 0;\r\n  padding-bottom: 28px;\r\n}\r\n\r\n\/* \u2500\u2500 High-specificity stat number size overrides \u2500\u2500 *\/\r\n.amtivo-report .stat-card .stat-card__num .big,\r\n.amtivo-report .stat-card .stat-card__num span.big {\r\n  font-size: clamp(5.5rem, 14vw, 8rem) !important;\r\n  line-height: .85 !important;\r\n  font-weight: 900 !important;\r\n}\r\n.amtivo-report .stat-card .stat-card__num .sym,\r\n.amtivo-report .stat-card .stat-card__num span.sym {\r\n  font-size: clamp(3rem, 7.5vw, 4.5rem) !important;\r\n  font-weight: 900 !important;\r\n}\r\n.amtivo-report .stat-card .stat-card__num .suf,\r\n.amtivo-report .stat-card .stat-card__num span.suf {\r\n  font-size: clamp(2rem, 5vw, 2.8rem) !important;\r\n  font-weight: 700 !important;\r\n}\r\n.amtivo-report .stat-card .stat-card__num .conn,\r\n.amtivo-report .stat-card .stat-card__num span.conn {\r\n  font-size: clamp(1.6rem, 4vw, 2.2rem) !important;\r\n}\r\n.amtivo-report .stat-card .stat-card__num .suf--small,\r\n.amtivo-report .stat-card .stat-card__num span.suf--small {\r\n  font-size: clamp(1.5rem, 4vw, 2rem) !important;\r\n}\r\n.amtivo-report .stat-card .stat-card__hd {\r\n  font-size: 1.2rem !important;\r\n  font-weight: 700 !important;\r\n  line-height: 1.3 !important;\r\n}\r\n.amtivo-report .stat-card .stat-card__body {\r\n  font-size: 1rem !important;\r\n  line-height: 1.6 !important;\r\n}\r\n<\/style>\r\n\r\n<div class=\"amtivo-report\">\r\n\r\n\r\n<nav class=\"amtivo-contents\" aria-label=\"Contents\">\r\n  <div class=\"amtivo-contents__inner\">\r\n    <h4 class=\"amtivo-contents__kicker\">Contents<\/h4>\r\n    <ol class=\"amtivo-contents__list\">\r\n      <li><a href=\"#s1\">The Fake Trust Marks 1 in 3 Fell For<\/a><\/li>\r\n      <li><a href=\"#s2\">Britain&rsquo;s Trust League Table<\/a><\/li>\r\n      <li><a href=\"#s3\">The Verification Gap: What&rsquo;s Checked, What Isn&rsquo;t<\/a><\/li>\r\n      <li><a href=\"#s4\">Why Review Trust is Falling, Five to One<\/a><\/li>\r\n      <li><a href=\"#s5\">Our Complicated Relationship with AI<\/a><\/li>\r\n      <li><a href=\"#s6\">The &pound;5 Billion Cost of Disappointing Products<\/a><\/li>\r\n      <li><a href=\"#s7\">Can Britain Still Tell What&rsquo;s Genuine Online?<\/a><\/li>\r\n      <li><a href=\"#s8\">When Someone Actually Checks<\/a><\/li>\r\n    <\/ol>\r\n  <\/div>\r\n<\/nav>\r\n\r\n<style>\r\n\r\n\r\n\/* \u2550\u2550\u2550\u2550\u2550\u2550\u2550\u2550\u2550\u2550\u2550\u2550\u2550\u2550\u2550\u2550\u2550\u2550\u2550\u2550\u2550\u2550\u2550\u2550\u2550\u2550\u2550\u2550\u2550\u2550\u2550\u2550\u2550\u2550\u2550\u2550\u2550\u2550\u2550\u2550\u2550\u2550\u2550\u2550\u2550\u2550\u2550\r\n   ADDITIONAL ELEMENT OVERRIDES \u2014 Image 1, 2, 3\r\n\u2550\u2550\u2550\u2550\u2550\u2550\u2550\u2550\u2550\u2550\u2550\u2550\u2550\u2550\u2550\u2550\u2550\u2550\u2550\u2550\u2550\u2550\u2550\u2550\u2550\u2550\u2550\u2550\u2550\u2550\u2550\u2550\u2550\u2550\u2550\u2550\u2550\u2550\u2550\u2550\u2550\u2550\u2550\u2550\u2550\u2550\u2550 *\/\r\n\r\n\/* \u2500\u2500 Image 1: Scenario preview icons & labels \u2500\u2500 *\/\r\ndiv.amtivo-report .scenarios-preview__name {\r\n  font-size: 13px !important;\r\n  font-weight: 600 !important;\r\n  font-family: Montserrat, sans-serif !important;\r\n  color: #16205b !important;\r\n  line-height: 1.3 !important;\r\n}\r\ndiv.amtivo-report .scenarios-preview__item {\r\n  font-family: Montserrat, sans-serif !important;\r\n}\r\n\r\n\/* \u2500\u2500 Image 2: Split bar (verification checked) \u2500\u2500 *\/\r\ndiv.amtivo-report .viz1__pct {\r\n  font-size: 22px !important;\r\n  font-weight: 800 !important;\r\n  font-family: Montserrat, sans-serif !important;\r\n  line-height: 1 !important;\r\n}\r\ndiv.amtivo-report .viz1__lbl {\r\n  font-size: 10px !important;\r\n  font-weight: 600 !important;\r\n  font-family: Montserrat, sans-serif !important;\r\n  text-transform: uppercase !important;\r\n  letter-spacing: .06em !important;\r\n}\r\ndiv.amtivo-report .viz1__key {\r\n  font-size: 13px !important;\r\n  font-family: Montserrat, sans-serif !important;\r\n}\r\ndiv.amtivo-report .viz1__key-item {\r\n  font-size: 13px !important;\r\n  font-family: Montserrat, sans-serif !important;\r\n}\r\n\r\n\/* \u2500\u2500 Image 3: Platform belief dot table \u2500\u2500 *\/\r\ndiv.amtivo-report .viz2-table thead th {\r\n  font-size: 11px !important;\r\n  font-weight: 700 !important;\r\n  font-family: Montserrat, sans-serif !important;\r\n  text-transform: uppercase !important;\r\n  letter-spacing: .06em !important;\r\n  color: #16205b !important;\r\n}\r\ndiv.amtivo-report .viz2-table th.col-pl,\r\ndiv.amtivo-report .viz2-table td.col-pl {\r\n  font-size: 14px !important;\r\n  font-weight: 600 !important;\r\n  font-family: Montserrat, sans-serif !important;\r\n  color: #16205b !important;\r\n}\r\ndiv.amtivo-report .viz2-pct {\r\n  font-size: 13px !important;\r\n  font-weight: 600 !important;\r\n  font-family: Montserrat, sans-serif !important;\r\n  color: #16205b !important;\r\n}\r\ndiv.amtivo-report .viz2-cell.is-truth-cell .viz2-pct {\r\n  color: #f15928 !important;\r\n  font-weight: 700 !important;\r\n}\r\ndiv.amtivo-report .viz2-reality {\r\n  font-size: 9px !important;\r\n  font-weight: 700 !important;\r\n  font-family: Montserrat, sans-serif !important;\r\n  color: #f15928 !important;\r\n  letter-spacing: .12em !important;\r\n  text-transform: uppercase !important;\r\n}\r\ndiv.amtivo-report .viz2-pl-inner {\r\n  font-size: 14px !important;\r\n  font-family: Montserrat, sans-serif !important;\r\n  color: #16205b !important;\r\n}\r\n\r\n\/* Mobile versions of platform belief *\/\r\ndiv.amtivo-report .viz2-mobile__name {\r\n  font-size: 15px !important;\r\n  font-weight: 700 !important;\r\n  font-family: Montserrat, sans-serif !important;\r\n  color: #16205b !important;\r\n}\r\ndiv.amtivo-report .viz2-mobile__r-label {\r\n  font-size: 13px !important;\r\n  font-family: Montserrat, sans-serif !important;\r\n}\r\ndiv.amtivo-report .viz2-mobile__r-pct {\r\n  font-size: 13px !important;\r\n  font-weight: 600 !important;\r\n  font-family: Montserrat, sans-serif !important;\r\n}\r\n\r\n\/* \u2500\u2500 Also fix bar chart section4 viz2 cluster labels \u2500\u2500 *\/\r\ndiv.amtivo-report .viz2-mobile__cluster-h {\r\n  font-size: 11px !important;\r\n  font-weight: 700 !important;\r\n  font-family: Montserrat, sans-serif !important;\r\n  text-transform: uppercase !important;\r\n  letter-spacing: .12em !important;\r\n}\r\ndiv.amtivo-report .viz2-mobile__pct {\r\n  font-size: 14px !important;\r\n  font-weight: 700 !important;\r\n  font-family: Montserrat, sans-serif !important;\r\n}\r\ndiv.amtivo-report .viz2-mobile__lbl {\r\n  font-size: 13px !important;\r\n  font-family: Montserrat, sans-serif !important;\r\n}\r\n\r\n\/* \u2550\u2550\u2550\u2550\u2550\u2550\u2550\u2550\u2550\u2550\u2550\u2550\u2550\u2550\u2550\u2550\u2550\u2550\u2550\u2550\u2550\u2550\u2550\u2550\u2550\u2550\u2550\u2550\u2550\u2550\u2550\u2550\u2550\u2550\u2550\u2550\u2550\u2550\u2550\u2550\u2550\u2550\u2550\u2550\u2550\u2550\u2550\r\n   EXTENDED TYPOGRAPHY OVERRIDES\r\n   Contents, section headings, pull quotes,\r\n   body prose, viz labels, table cells, methodology\r\n\u2550\u2550\u2550\u2550\u2550\u2550\u2550\u2550\u2550\u2550\u2550\u2550\u2550\u2550\u2550\u2550\u2550\u2550\u2550\u2550\u2550\u2550\u2550\u2550\u2550\u2550\u2550\u2550\u2550\u2550\u2550\u2550\u2550\u2550\u2550\u2550\u2550\u2550\u2550\u2550\u2550\u2550\u2550\u2550\u2550\u2550\u2550 *\/\r\n\r\n\/* \u2500\u2500 Contents nav \u2500\u2500 *\/\r\ndiv.amtivo-report nav.amtivo-contents {\r\n  font-family: Montserrat, sans-serif !important;\r\n}\r\ndiv.amtivo-report .amtivo-contents__kicker {\r\n  font-size: 12px !important;\r\n  font-weight: 700 !important;\r\n  letter-spacing: .04em !important;\r\n  color: #f15928 !important;\r\n  text-transform: none !important;\r\n}\r\ndiv.amtivo-report .amtivo-contents__list li a,\r\ndiv.amtivo-report .amtivo-contents__list li {\r\n  font-size: 16px !important;\r\n  font-weight: 400 !important;\r\n  font-family: Montserrat, sans-serif !important;\r\n  line-height: 1.4 !important;\r\n}\r\n\r\n\/* \u2500\u2500 Section heading kicker (01, 02\u2026) \u2500\u2500 *\/\r\ndiv.amtivo-report span.section-head__kicker {\r\n  font-size: 4.2rem !important;\r\n  font-weight: 900 !important;\r\n  color: #f15928 !important;\r\n  font-family: Montserrat, sans-serif !important;\r\n  line-height: .9 !important;\r\n}\r\n@media (max-width: 879px) {\r\n  div.amtivo-report span.section-head__kicker {\r\n    font-size: 1.1rem !important;\r\n  }\r\n}\r\n\r\n\/* \u2500\u2500 Section h2 headings \u2500\u2500 *\/\r\ndiv.amtivo-report section[id] h2,\r\ndiv.amtivo-report section h2,\r\n.amtivo-report h2 {\r\n  font-size: clamp(2.4rem, 5.5vw, 4rem) !important;\r\n  font-weight: 900 !important;\r\n  line-height: 1.1 !important;\r\n  font-family: Montserrat, sans-serif !important;\r\n  color: #1f299c !important;\r\n}\r\n\r\n\/* \u2500\u2500 Lead paragraphs \u2500\u2500 *\/\r\ndiv.amtivo-report p.lead,\r\ndiv.amtivo-report .lead {\r\n  font-size: clamp(1.1rem, 2.1vw, 1.3rem) !important;\r\n  font-weight: 500 !important;\r\n  line-height: 1.45 !important;\r\n  font-family: Montserrat, sans-serif !important;\r\n  color: #16205b !important;\r\n}\r\n\r\n\/* \u2500\u2500 Body prose \u2500\u2500 *\/\r\ndiv.amtivo-report main p,\r\ndiv.amtivo-report section p {\r\n  font-size: 17px !important;\r\n  font-weight: 300 !important;\r\n  line-height: 1.65 !important;\r\n  font-family: Montserrat, sans-serif !important;\r\n  color:#333333 !important;\r\n}\r\n\r\n\/* \u2500\u2500 Pull quotes \u2500\u2500 *\/\r\ndiv.amtivo-report .pullquote p {\r\n  font-size: clamp(1.25rem, 3vw, 1.6rem) !important;\r\n  font-weight: 300 !important;\r\n  font-style: italic !important;\r\n  font-family: Montserrat, sans-serif !important;\r\n  color: #16205b !important;\r\n}\r\ndiv.amtivo-report .pullquote .stat {\r\n  font-style: normal !important;\r\n  font-weight: 700 !important;\r\n  color: #f15928 !important;\r\n}\r\n\r\n\/* \u2500\u2500 Question wording \u2500\u2500 *\/\r\ndiv.amtivo-report p.qwording,\r\ndiv.amtivo-report .qwording {\r\n  font-size: 1.05rem !important;\r\n  font-weight: 600 !important;\r\n  font-family: Montserrat, sans-serif !important;\r\n  color: #16205b !important;\r\n}\r\n\r\n\/* \u2500\u2500 Familiarity table \u2500\u2500 *\/\r\ndiv.amtivo-report .famtab thead th {\r\n  font-size: 12px !important;\r\n  font-weight: 700 !important;\r\n  font-family: Montserrat, sans-serif !important;\r\n}\r\ndiv.amtivo-report .famtab tbody td {\r\n  font-size: 14px !important;\r\n  font-weight: 400 !important;\r\n  font-family: Montserrat, sans-serif !important;\r\n}\r\ndiv.amtivo-report .famtab td.col-name {\r\n  font-size: 14px !important;\r\n  font-weight: 600 !important;\r\n  font-family: Montserrat, sans-serif !important;\r\n}\r\n\r\n\/* \u2500\u2500 Bar chart labels & percentages \u2500\u2500 *\/\r\ndiv.amtivo-report .viz1-labels span,\r\ndiv.amtivo-report .viz2-labels span,\r\ndiv.amtivo-report .viz-labels span {\r\n  font-size: 11px !important;\r\n  font-weight: 700 !important;\r\n  font-family: Montserrat, sans-serif !important;\r\n}\r\ndiv.amtivo-report .viz1-bar__pct,\r\ndiv.amtivo-report .viz2-bar__pct,\r\ndiv.amtivo-report .viz-bar__pct {\r\n  font-size: 15px !important;\r\n  font-weight: 700 !important;\r\n  font-family: Montserrat, sans-serif !important;\r\n}\r\n\r\n\/* \u2500\u2500 VizC dot chart labels \u2500\u2500 *\/\r\ndiv.amtivo-report .vizC-col__name {\r\n  font-size: 13px !important;\r\n  font-weight: 700 !important;\r\n  font-family: Montserrat, sans-serif !important;\r\n}\r\ndiv.amtivo-report .vizC-label {\r\n  font-size: 12px !important;\r\n  font-family: Montserrat, sans-serif !important;\r\n}\r\ndiv.amtivo-report .vizC-mob-bar__label {\r\n  font-size: 14px !important;\r\n  font-family: Montserrat, sans-serif !important;\r\n}\r\n\r\n\/* \u2500\u2500 Viz3 fake review lollipop \u2500\u2500 *\/\r\ndiv.amtivo-report .viz3-summary__name {\r\n  font-size: 16px !important;\r\n  font-weight: 700 !important;\r\n  font-family: Montserrat, sans-serif !important;\r\n}\r\ndiv.amtivo-report .viz3-summary__pct {\r\n  font-size: 22px !important;\r\n  font-weight: 800 !important;\r\n  font-family: Montserrat, sans-serif !important;\r\n}\r\ndiv.amtivo-report .viz3-detail__label,\r\ndiv.amtivo-report .viz3-detail__pct {\r\n  font-size: 12px !important;\r\n  font-family: Montserrat, sans-serif !important;\r\n}\r\n\r\n\/* \u2500\u2500 Platform belief dots \u2500\u2500 *\/\r\ndiv.amtivo-report .viz2-pct,\r\ndiv.amtivo-report .viz2-reality {\r\n  font-size: 12px !important;\r\n  font-family: Montserrat, sans-serif !important;\r\n}\r\n\r\n\/* \u2500\u2500 Likert split bar \u2500\u2500 *\/\r\ndiv.amtivo-report .viz1-seg__pct {\r\n  font-size: 16px !important;\r\n  font-weight: 800 !important;\r\n  font-family: Montserrat, sans-serif !important;\r\n}\r\ndiv.amtivo-report .viz1-seg__lbl {\r\n  font-size: 9px !important;\r\n  font-family: Montserrat, sans-serif !important;\r\n}\r\ndiv.amtivo-report .viz1-bracket {\r\n  font-size: 11px !important;\r\n  font-family: Montserrat, sans-serif !important;\r\n}\r\ndiv.amtivo-report .viz1-legend {\r\n  font-size: 13px !important;\r\n  font-family: Montserrat, sans-serif !important;\r\n}\r\ndiv.amtivo-report .viz1-ratio {\r\n  font-size: 14px !important;\r\n  font-family: Montserrat, sans-serif !important;\r\n}\r\ndiv.amtivo-report .viz1-ratio strong {\r\n  font-size: 26px !important;\r\n  font-weight: 800 !important;\r\n  font-family: Montserrat, sans-serif !important;\r\n}\r\n\r\n\/* \u2500\u2500 Signal categories (section 8) \u2500\u2500 *\/\r\ndiv.amtivo-report .signal-cats__item {\r\n  font-size: 15px !important;\r\n  font-family: Montserrat, sans-serif !important;\r\n}\r\ndiv.amtivo-report .signal-cats__num {\r\n  font-size: 20px !important;\r\n  font-weight: 900 !important;\r\n  color: #f15928 !important;\r\n  font-family: Montserrat, sans-serif !important;\r\n}\r\ndiv.amtivo-report .signal-cats__type {\r\n  font-size: 15px !important;\r\n  font-weight: 700 !important;\r\n  font-family: Montserrat, sans-serif !important;\r\n}\r\n\r\n\/* \u2500\u2500 Methodology section \u2500\u2500 *\/\r\ndiv.amtivo-report section.methodology p {\r\n  font-size: 15px !important;\r\n  font-weight: 300 !important;\r\n  line-height: 1.7 !important;\r\n  font-family: Montserrat, sans-serif !important;\r\n}\r\ndiv.amtivo-report .methodology__kicker {\r\n  font-size: 13px !important;\r\n  font-weight: 600 !important;\r\n  letter-spacing: .04em !important;\r\n  color: #f15928 !important;\r\n  font-family: Montserrat, sans-serif !important;\r\n}\r\ndiv.amtivo-report .refs__list {\r\n  font-size: 13px !important;\r\n  font-family: Montserrat, sans-serif !important;\r\n}\r\ndiv.amtivo-report .refs__kicker {\r\n  font-size: 12px !important;\r\n  font-weight: 600 !important;\r\n  letter-spacing: .04em !important;\r\n  color: #f15928 !important;\r\n  font-family: Montserrat, sans-serif !important;\r\n}\r\n\r\n\/* \u2500\u2500 Key Findings header area \u2500\u2500 *\/\r\ndiv.amtivo-report .findings__hd h3 {\r\n  font-size: clamp(1.1rem, 2.2vw, 1.4rem) !important;\r\n  font-weight: 700 !important;\r\n  letter-spacing: .04em !important;\r\n  color: #1f299c !important;\r\n  font-family: Montserrat, sans-serif !important;\r\n}\r\ndiv.amtivo-report .findings__hd .meta {\r\n  font-size: 12px !important;\r\n  font-family: Montserrat, sans-serif !important;\r\n  color: #4E4E4C !important;\r\n  text-transform: none !important;\r\n}\r\n\r\n\/* \u2500\u2500 Subtitle above key findings \u2500\u2500 *\/\r\ndiv.amtivo-report h2.amtivo-report-subtitle {\r\n  font-size: clamp(1.3rem, 3vw, 1.9rem) !important;\r\n  font-weight: 900 !important;\r\n  font-family: Montserrat, sans-serif !important;\r\n  color: #1f299c !important;\r\n}\r\n\r\n\r\n\/* \u2500\u2500 Methodology colour fix \u2014 overrides the general section p rule \u2500\u2500 *\/\r\ndiv.amtivo-report section.methodology p,\r\ndiv.amtivo-report section.methodology p strong,\r\ndiv.amtivo-report .methodology__inner p {\r\n  color: #B7BFCD !important;\r\n  font-size: 15px !important;\r\n  font-weight: 300 !important;\r\n  line-height: 1.7 !important;\r\n  font-family: Montserrat, sans-serif !important;\r\n}\r\ndiv.amtivo-report section.methodology p strong,\r\ndiv.amtivo-report .methodology__inner p strong {\r\n  color: #FFFFFF !important;\r\n  font-weight: 700 !important;\r\n}\r\ndiv.amtivo-report section.methodology p em,\r\ndiv.amtivo-report .methodology__inner p em {\r\n  color: #FFFFFF !important;\r\n  font-style: italic !important;\r\n}\r\ndiv.amtivo-report .refs__list li,\r\ndiv.amtivo-report section.methodology .refs__list li {\r\n  color: #9CA8BC !important;\r\n}\r\ndiv.amtivo-report .refs__list li a,\r\ndiv.amtivo-report section.methodology .refs__list li a {\r\n  color: #f15928 !important;\r\n  font-size: 13px !important;\r\n  font-family: Montserrat, sans-serif !important;\r\n}\r\ndiv.amtivo-report .refs__list li a:hover {\r\n  color: #C9D5EC !important;\r\n}\r\n\r\n\/* \u2500\u2500 S4 vertical bar chart fixes \u2500\u2500 *\/\r\ndiv.amtivo-report .viz2-chart .viz2-bars {\r\n  overflow: visible !important;\r\n}\r\ndiv.amtivo-report .viz2-chart .viz2-bar__pct {\r\n  font-size: 13px !important;\r\n  font-weight: 700 !important;\r\n  font-family: Montserrat, sans-serif !important;\r\n  color: #16205b !important;\r\n  position: absolute !important;\r\n  bottom: 100% !important;\r\n  left: 50% !important;\r\n  transform: translate(-50%, -4px) !important;\r\n  white-space: nowrap !important;\r\n}\r\ndiv.amtivo-report .viz2-chart .viz2-bar--external .viz2-bar__pct {\r\n  color: #f15928 !important;\r\n}\r\ndiv.amtivo-report .viz2-chart .viz2-bar--internal .viz2-bar__pct {\r\n  color: #4E4E4C !important;\r\n}\r\ndiv.amtivo-report .viz2-chart .viz2-labels span {\r\n  font-size: 10px !important;\r\n  font-weight: 400 !important;\r\n  font-family: Montserrat, sans-serif !important;\r\n  color:#333333 !important;\r\n  text-align: center !important;\r\n  line-height: 1.3 !important;\r\n}\r\n\r\n\/* \u2500\u2500 S5 AI usage bar chart fixes \u2500\u2500 *\/\r\ndiv.amtivo-report #s5 .viz1-bars {\r\n  overflow: visible !important;\r\n}\r\ndiv.amtivo-report #s5 .viz1-bar__pct {\r\n  font-size: 13px !important;\r\n  font-weight: 700 !important;\r\n  font-family: Montserrat, sans-serif !important;\r\n  color: #16205b !important;\r\n  white-space: nowrap !important;\r\n}\r\ndiv.amtivo-report #s5 .viz1-labels span {\r\n  font-size: 11px !important;\r\n  font-weight: 700 !important;\r\n  font-family: Montserrat, sans-serif !important;\r\n  color:#333333 !important;\r\n}\r\ndiv.amtivo-report #s5 .viz1-ref__lbl {\r\n  font-size: 11px !important;\r\n  font-weight: 700 !important;\r\n  font-family: Montserrat, sans-serif !important;\r\n  color: #f15928 !important;\r\n}\r\ndiv.amtivo-report #s5 .viz1-ref__lbl strong {\r\n  font-size: 16px !important;\r\n  font-weight: 800 !important;\r\n  color: #f15928 !important;\r\n}\r\n\r\n\/* \u2500\u2500 S6 spend histogram fixes \u2500\u2500 *\/\r\ndiv.amtivo-report .viz-chart .viz-bars {\r\n  overflow: visible !important;\r\n}\r\ndiv.amtivo-report .viz-bar__pct {\r\n  font-size: 12px !important;\r\n  font-weight: 700 !important;\r\n  font-family: Montserrat, sans-serif !important;\r\n  color: #16205b !important;\r\n  white-space: nowrap !important;\r\n}\r\ndiv.amtivo-report .viz-bar--other .viz-bar__pct {\r\n  color: #4E4E4C !important;\r\n}\r\ndiv.amtivo-report .viz-labels span {\r\n  font-size: 10px !important;\r\n  font-family: Montserrat, sans-serif !important;\r\n  color:#333333 !important;\r\n}\r\n\r\n\/* \u2500\u2500 S7 reason bars \u2500\u2500 *\/\r\ndiv.amtivo-report #s7 .viz2-bar__label {\r\n  font-size: 14px !important;\r\n  font-weight: 500 !important;\r\n  font-family: Montserrat, sans-serif !important;\r\n  color:#333333 !important;\r\n  line-height: 1.3 !important;\r\n}\r\ndiv.amtivo-report #s7 .viz2-bar--top .viz2-bar__label {\r\n  font-weight: 700 !important;\r\n  color: #16205b !important;\r\n}\r\ndiv.amtivo-report #s7 .viz2-bar__pct {\r\n  font-size: 15px !important;\r\n  font-weight: 700 !important;\r\n  font-family: Montserrat, sans-serif !important;\r\n  color: #16205b !important;\r\n}\r\ndiv.amtivo-report #s7 .viz2-bar--top .viz2-bar__pct {\r\n  color: #f15928 !important;\r\n}\r\ndiv.amtivo-report .viz2-callout {\r\n  font-size: 14px !important;\r\n  font-family: Montserrat, sans-serif !important;\r\n  color:#333333 !important;\r\n}\r\n\r\n\/* \u2500\u2500 S4 trust trajectory bars \u2500\u2500 *\/\r\ndiv.amtivo-report #s4 .viz1-chart .viz1-bars {\r\n  overflow: visible !important;\r\n}\r\ndiv.amtivo-report #s4 .viz1-chart .viz1-bar__pct {\r\n  font-size: 15px !important;\r\n  font-weight: 700 !important;\r\n  font-family: Montserrat, sans-serif !important;\r\n  white-space: nowrap !important;\r\n}\r\ndiv.amtivo-report #s4 .viz1-chart .viz1-bar--less .viz1-bar__pct { color: #f15928 !important; }\r\ndiv.amtivo-report #s4 .viz1-chart .viz1-bar--more .viz1-bar__pct { color: #1f299c !important; }\r\ndiv.amtivo-report #s4 .viz1-chart .viz1-bar--same .viz1-bar__pct { color: #16205b !important; }\r\ndiv.amtivo-report #s4 .viz1-chart .viz1-labels span {\r\n  font-size: 11px !important;\r\n  font-weight: 700 !important;\r\n  font-family: Montserrat, sans-serif !important;\r\n  text-transform: uppercase !important;\r\n  letter-spacing: .06em !important;\r\n}\r\ndiv.amtivo-report #s4 .viz1-chart .viz1-labels .lbl-less { color: #f15928 !important; }\r\ndiv.amtivo-report #s4 .viz1-chart .viz1-labels .lbl-more { color: #1f299c !important; }\r\n\r\n\r\n\r\n\/* \u2500\u2500 S4 reasons vertical bars enforcement \u2500\u2500 *\/\r\ndiv.amtivo-report .viz2-chart .viz2-bars {\r\n  display: grid !important;\r\n  grid-template-columns: repeat(6, 1fr) !important;\r\n  align-items: end !important;\r\n  height: 260px !important;\r\n  gap: 12px !important;\r\n  border-bottom: 1px solid #E4E7EE !important;\r\n  overflow: visible !important;\r\n}\r\ndiv.amtivo-report .viz2-chart .viz2-bar {\r\n  position: relative !important;\r\n  height: 100% !important;\r\n  display: flex !important;\r\n  align-items: flex-end !important;\r\n  justify-content: center !important;\r\n}\r\ndiv.amtivo-report .viz2-chart .viz2-bar__fill {\r\n  width: 100% !important;\r\n  max-width: 64px !important;\r\n  display: block !important;\r\n}\r\ndiv.amtivo-report .viz2-chart .viz2-bar--external .viz2-bar__fill { background: #f15928 !important; }\r\ndiv.amtivo-report .viz2-chart .viz2-bar--internal .viz2-bar__fill { background: #8A8A87 !important; }\r\n\r\n\/* \u2500\u2500 S6 spend histogram enforcement \u2500\u2500 *\/\r\ndiv.amtivo-report .viz-chart .viz-bars {\r\n  display: grid !important;\r\n  grid-template-columns: repeat(8, 1fr) !important;\r\n  align-items: end !important;\r\n  height: 240px !important;\r\n  gap: 6px !important;\r\n  border-bottom: 1px solid #E4E7EE !important;\r\n  overflow: visible !important;\r\n}\r\ndiv.amtivo-report .viz-chart .viz-bar {\r\n  position: relative !important;\r\n  height: 100% !important;\r\n  display: flex !important;\r\n  align-items: flex-end !important;\r\n  justify-content: center !important;\r\n}\r\ndiv.amtivo-report .viz-chart .viz-bar__fill {\r\n  width: 100% !important;\r\n  max-width: 56px !important;\r\n  min-height: 3px !important;\r\n  background: #1f299c !important;\r\n  display: block !important;\r\n}\r\ndiv.amtivo-report .viz-chart .viz-bar--other .viz-bar__fill { background: #8A8A87 !important; }\r\n\r\n\/* \u2500\u2500 S5 AI age bars enforcement \u2500\u2500 *\/\r\ndiv.amtivo-report #s5 .viz1-bars {\r\n  display: grid !important;\r\n  grid-template-columns: repeat(6, 1fr) !important;\r\n  align-items: end !important;\r\n  height: 240px !important;\r\n  gap: 12px !important;\r\n  border-bottom: 1px solid #E4E7EE !important;\r\n  overflow: visible !important;\r\n  position: relative !important;\r\n}\r\ndiv.amtivo-report #s5 .viz1-bar {\r\n  position: relative !important;\r\n  height: 100% !important;\r\n  display: flex !important;\r\n  align-items: flex-end !important;\r\n  justify-content: center !important;\r\n}\r\ndiv.amtivo-report #s5 .viz1-bar__fill {\r\n  width: 100% !important;\r\n  max-width: 64px !important;\r\n  background: #1f299c !important;\r\n  display: block !important;\r\n}\r\n\r\n\/* \u2500\u2500 Bar fill dimension enforcement \u2500\u2500 *\/\r\n\r\n\/* S4 trust trajectory \u2014 vertical bars *\/\r\ndiv.amtivo-report #s4 .viz1-chart .viz1-bar__fill {\r\n  width: 100% !important;\r\n  max-width: 86px !important;\r\n  display: block !important;\r\n  margin: 0 auto !important;\r\n}\r\ndiv.amtivo-report #s4 .viz1-chart .viz1-bars {\r\n  display: grid !important;\r\n  grid-template-columns: repeat(3, 1fr) !important;\r\n  align-items: end !important;\r\n  height: 240px !important;\r\n  gap: 22px !important;\r\n  border-bottom: 1px solid #E4E7EE !important;\r\n  padding: 0 18px !important;\r\n  overflow: visible !important;\r\n}\r\ndiv.amtivo-report #s4 .viz1-chart .viz1-bar {\r\n  position: relative !important;\r\n  height: 100% !important;\r\n  display: flex !important;\r\n  align-items: flex-end !important;\r\n  justify-content: center !important;\r\n}\r\n\r\n\/* S5 AI reasons \u2014 horizontal bars *\/\r\ndiv.amtivo-report .viz2-list .viz2-bar__row {\r\n  height: 38px !important;\r\n  background: #EFF1F5 !important;\r\n  position: relative !important;\r\n  display: block !important;\r\n}\r\ndiv.amtivo-report .viz2-list .viz2-bar__fill {\r\n  height: 100% !important;\r\n  background: #1f299c !important;\r\n  display: block !important;\r\n}\r\ndiv.amtivo-report .viz2-list .viz2-bar {\r\n  display: grid !important;\r\n  grid-template-columns: 1fr 56px !important;\r\n  gap: 10px !important;\r\n  align-items: center !important;\r\n  margin: 0 0 9px !important;\r\n}\r\ndiv.amtivo-report .viz2-list .viz2-bar__lbl {\r\n  position: absolute !important;\r\n  left: 12px !important;\r\n  top: 50% !important;\r\n  transform: translateY(-50%) !important;\r\n  font-size: 13px !important;\r\n  font-weight: 500 !important;\r\n  font-family: Montserrat, sans-serif !important;\r\n  color: #ffffff !important;\r\n  z-index: 2 !important;\r\n  pointer-events: none !important;\r\n  max-width: calc(100% - 20px) !important;\r\n  white-space: nowrap !important;\r\n  overflow: hidden !important;\r\n  text-overflow: ellipsis !important;\r\n}\r\ndiv.amtivo-report .viz2-list .viz2-bar--narrow .viz2-bar__lbl {\r\n  color: #16205b !important;\r\n  left: calc(var(--bar-w, 0%) + 10px) !important;\r\n}\r\ndiv.amtivo-report .viz2-list .viz2-bar__pct {\r\n  font-size: 14px !important;\r\n  font-weight: 700 !important;\r\n  font-family: Montserrat, sans-serif !important;\r\n  color: #16205b !important;\r\n  text-align: right !important;\r\n}\r\n\r\n\/* S7 single-reason bars *\/\r\ndiv.amtivo-report #s7 .viz2-bar__row {\r\n  height: 32px !important;\r\n  background: #EFF1F5 !important;\r\n  position: relative !important;\r\n  display: block !important;\r\n}\r\ndiv.amtivo-report #s7 .viz2-bar__fill {\r\n  height: 100% !important;\r\n  background: #1f299c !important;\r\n  display: block !important;\r\n}\r\ndiv.amtivo-report #s7 .viz2-bar--top .viz2-bar__fill {\r\n  background: #f15928 !important;\r\n}\r\ndiv.amtivo-report #s7 .viz2-bar__viz {\r\n  display: grid !important;\r\n  grid-template-columns: 1fr 56px !important;\r\n  gap: 10px !important;\r\n  align-items: center !important;\r\n}\r\n\r\n\r\n\/* \u2500\u2500 \"We asked...\" question wording \u2014 larger font \u2500\u2500 *\/\r\ndiv.amtivo-report p.qwording,\r\ndiv.amtivo-report .qwording {\r\n  font-size: 1.25rem !important;\r\n  font-weight: 600 !important;\r\n  font-family: Montserrat, sans-serif !important;\r\n  color: #16205b !important;\r\n  line-height: 1.45 !important;\r\n  padding: 6px 0 6px 16px !important;\r\n  border-left: 4px solid #f15928 !important;\r\n}\r\n\r\n\r\n\/* \u2500\u2500 \"We asked\" question wording \u2014 larger font \u2500\u2500 *\/\r\ndiv.amtivo-report p.qwording,\r\ndiv.amtivo-report .qwording,\r\ndiv.amtivo-report section p.qwording {\r\n  font-size: 1.25rem !important;\r\n  font-weight: 600 !important;\r\n  font-family: Montserrat, sans-serif !important;\r\n  color: #16205b !important;\r\n  line-height: 1.45 !important;\r\n  padding: 6px 0 6px 16px !important;\r\n  border-left: 4px solid #f15928 !important;\r\n  margin: 36px 0 18px !important;\r\n}\r\n\r\n\r\n\/* \u2500\u2500 Show all sources button \u2500\u2500 *\/\r\ndiv.amtivo-report .refs__more > summary {\r\n  font-size: 1rem !important;\r\n  text-transform: none !important;\r\n  letter-spacing: .02em !important;\r\n  font-weight: 600 !important;\r\n  font-family: Montserrat, sans-serif !important;\r\n  color: #f15928 !important;\r\n}\r\n\r\n\/* \u2550\u2550\u2550\u2550\u2550\u2550\u2550\u2550\u2550\u2550\u2550\u2550\u2550\u2550\u2550\u2550\u2550\u2550\u2550\u2550\u2550\u2550\u2550\u2550\u2550\u2550\u2550\u2550\u2550\u2550\u2550\u2550\u2550\u2550\u2550\u2550\u2550\u2550\u2550\u2550\u2550\u2550\u2550\u2550\u2550\u2550\u2550\r\n   STAT CARD TYPOGRAPHY \u2014 FINAL OVERRIDE\r\n   These rules are placed inline in the page body\r\n   so they load after the theme stylesheet and\r\n   cannot be overridden.\r\n\u2550\u2550\u2550\u2550\u2550\u2550\u2550\u2550\u2550\u2550\u2550\u2550\u2550\u2550\u2550\u2550\u2550\u2550\u2550\u2550\u2550\u2550\u2550\u2550\u2550\u2550\u2550\u2550\u2550\u2550\u2550\u2550\u2550\u2550\u2550\u2550\u2550\u2550\u2550\u2550\u2550\u2550\u2550\u2550\u2550\u2550\u2550 *\/\r\n\r\n\/* Card text *\/\r\n.amtivo-report .stat-card .stat-card__hd,\r\ndiv.amtivo-report div.stat-card div.stat-card__hd {\r\n  font-size: 18px !important;\r\n  font-weight: 700 !important;\r\n  line-height: 1.3 !important;\r\n  color: #16205b !important;\r\n  font-family: Montserrat, sans-serif !important;\r\n  margin: 0 0 10px !important;\r\n}\r\n\r\n.amtivo-report .stat-card .stat-card__body,\r\ndiv.amtivo-report div.stat-card div.stat-card__body {\r\n  font-size: 15px !important;\r\n  font-weight: 300 !important;\r\n  line-height: 1.6 !important;\r\n  color: #4E4E4C !important;\r\n  font-family: Montserrat, sans-serif !important;\r\n  margin: 0 !important;\r\n}\r\n\r\n.amtivo-report .stat-card .stat-card__kicker,\r\ndiv.amtivo-report div.stat-card div.stat-card__kicker {\r\n  font-size: 11px !important;\r\n  font-weight: 700 !important;\r\n  letter-spacing: .06em !important;\r\n  font-family: Montserrat, sans-serif !important;\r\n  margin: 0 0 10px !important;\r\n}\r\n\r\n\/* Number elements *\/\r\ndiv.amtivo-report div.stat-card b {\r\n  font-family: Montserrat, sans-serif !important;\r\n  display: inline !important;\r\n}\r\n\r\ndiv.amtivo-report div.stat-card .stat-card__num b.big-num {\r\n  font-size: 96px !important;\r\n  line-height: .85 !important;\r\n  font-weight: 900 !important;\r\n}\r\ndiv.amtivo-report div.stat-card .stat-card__num b.sym-num {\r\n  font-size: 54px !important;\r\n  line-height: .9 !important;\r\n  font-weight: 900 !important;\r\n}\r\ndiv.amtivo-report div.stat-card .stat-card__num b.suf-num {\r\n  font-size: 36px !important;\r\n  font-weight: 700 !important;\r\n}\r\ndiv.amtivo-report div.stat-card .stat-card__num b.conn-num {\r\n  font-size: 30px !important;\r\n  font-weight: 400 !important;\r\n}\r\ndiv.amtivo-report div.stat-card .stat-card__num b.suf-small-num {\r\n  font-size: 26px !important;\r\n  font-weight: 400 !important;\r\n}\r\n\r\n\/* Tone colours *\/\r\ndiv.amtivo-report div.stat-card .stat-card__num.tone-orange b.big-num,\r\ndiv.amtivo-report div.stat-card .stat-card__num.tone-orange b.sym-num { color: #f15928 !important; }\r\ndiv.amtivo-report div.stat-card .stat-card__num.tone-red b.big-num,\r\ndiv.amtivo-report div.stat-card .stat-card__num.tone-red b.sym-num    { color: #f15928 !important; }\r\ndiv.amtivo-report div.stat-card .stat-card__num.tone-cobalt b.big-num,\r\ndiv.amtivo-report div.stat-card .stat-card__num.tone-cobalt b.sym-num { color: #1f299c !important; }\r\n<\/style>\r\n\r\n<section class=\"findings\">\r\n  <div class=\"findings__inner\">\r\n    <div class=\"findings__hd\">\r\n      <h3>Key Findings<\/h3>\r\n      <span class=\"meta\">Survey of 1,560 UK adults &middot; Weighted to ONS population<\/span>\r\n    <\/div>\r\n    <div class=\"stat-grid\">\r\n\r\n      <div class=\"stat-card\">\r\n        <div class=\"stat-card__kicker\" style=\"color:#f15928;font-size:11px;font-weight:700;letter-spacing:.14em;font-family:Montserrat,sans-serif;margin:0 0 10px;\">The Total Cost<\/div>\r\n        <div style=\"line-height:1;margin:0 0 18px;display:flex;align-items:baseline;flex-wrap:wrap;\"><p class=\"stat-card__num tone-orange\">\r\n          <b class=\"sym-num\" style=\"font-size:54px;line-height:.9;font-weight:900;display:inline;margin-right:2px;color:#f15928;\">\u00a3<\/b><b class=\"big-num\" style=\"font-size:96px;line-height:.85;font-weight:900;display:inline;letter-spacing:-.04em;color:#f15928;\">5<\/b><b class=\"suf-num\" style=\"font-size:36px;line-height:.95;font-weight:700;display:inline;margin-left:4px;\">bn<\/b>\r\n        <\/p>\r\n        <\/div>\r\n        <div class=\"stat-card__hd\" style=\"font-size:18px;font-weight:700;line-height:1.3;margin:0 0 10px;color:#16205b;font-family:Montserrat,sans-serif;\">Spent on products and services that disappointed<\/div>\r\n        <div class=\"stat-card__body\" style=\"font-size:15px;font-weight:300;line-height:1.6;margin:0;color:#4E4E4C;font-family:Montserrat,sans-serif;\">UK adults' annual spend on items that turned out worse than their reviews suggested. 7 in 10 had at least one such let-down in the year.<\/div>\r\n      <\/div>\r\n\r\n      <div class=\"stat-card\">\r\n        <div class=\"stat-card__kicker\" style=\"color:#f15928;font-size:11px;font-weight:700;letter-spacing:.14em;font-family:Montserrat,sans-serif;margin:0 0 10px;\">Fooled by Fakes<\/div>\r\n        <div style=\"line-height:1;margin:0 0 18px;display:flex;align-items:baseline;flex-wrap:wrap;\"><p class=\"stat-card__num tone-red\">\r\n          <b class=\"big-num\" style=\"font-size:96px;line-height:.85;font-weight:900;display:inline;letter-spacing:-.04em;color:#f15928;\">1<\/b><b class=\"conn-num\" style=\"font-size:30px;line-height:.95;font-weight:400;display:inline;margin:0 6px;color:#6b6b69;\">in<\/b><b class=\"big-num\" style=\"font-size:96px;line-height:.85;font-weight:900;display:inline;letter-spacing:-.04em;color:#f15928;\">3<\/b>\r\n        <\/p>\r\n        <\/div>\r\n        <div class=\"stat-card__hd\" style=\"font-size:18px;font-weight:700;line-height:1.3;margin:0 0 10px;color:#16205b;font-family:Montserrat,sans-serif;\">Mistakenly &lsquo;recognised&rsquo; a trust mark we&rsquo;d invented<\/div>\r\n        <div class=\"stat-card__body\" style=\"font-size:15px;font-weight:300;line-height:1.6;margin:0;color:#4E4E4C;font-family:Montserrat,sans-serif;\">Almost 1 in 3 Britons (31.9%) wrongly thought they recognised at least one of three fake trust marks that simply don&rsquo;t exist.<\/div>\r\n      <\/div>\r\n\r\n      <div class=\"stat-card\">\r\n        <div class=\"stat-card__kicker\" style=\"color:#1f299c;font-size:11px;font-weight:700;letter-spacing:.14em;font-family:Montserrat,sans-serif;margin:0 0 10px;\">The Verification Gap<\/div>\r\n        <div style=\"line-height:1;margin:0 0 18px;display:flex;align-items:baseline;flex-wrap:wrap;\"><p class=\"stat-card__num tone-cobalt\">\r\n          <b class=\"big-num\" style=\"font-size:96px;line-height:.85;font-weight:900;display:inline;letter-spacing:-.04em;color:#1f299c;\">72<\/b><b class=\"suf-num\" style=\"font-size:36px;line-height:.95;font-weight:700;display:inline;margin-left:4px;\">%<\/b>\r\n        <\/p>\r\n        <\/div>\r\n        <div class=\"stat-card__hd\" style=\"font-size:18px;font-weight:700;line-height:1.3;margin:0 0 10px;color:#16205b;font-family:Montserrat,sans-serif;\">Have never checked, or wouldn&rsquo;t know how<\/div>\r\n        <div class=\"stat-card__body\" style=\"font-size:15px;font-weight:300;line-height:1.6;margin:0;color:#4E4E4C;font-family:Montserrat,sans-serif;\">Around 39.7 million Brits have either never checked whether a trust mark is genuine, or say they wouldn&rsquo;t know how to.<\/div>\r\n      <\/div>\r\n\r\n      <div class=\"stat-card\">\r\n        <div class=\"stat-card__kicker\" style=\"color:#f15928;font-size:11px;font-weight:700;letter-spacing:.14em;font-family:Montserrat,sans-serif;margin:0 0 10px;\">Trust is Falling<\/div>\r\n        <div style=\"line-height:1;margin:0 0 18px;display:flex;align-items:baseline;flex-wrap:wrap;\"><p class=\"stat-card__num tone-red\">\r\n          <b class=\"big-num\" style=\"font-size:96px;line-height:.85;font-weight:900;display:inline;letter-spacing:-.04em;color:#f15928;\">5<\/b><b class=\"conn-num\" style=\"font-size:30px;line-height:.95;font-weight:400;display:inline;margin:0 6px;color:#6b6b69;\">to<\/b><b class=\"big-num\" style=\"font-size:96px;line-height:.85;font-weight:900;display:inline;letter-spacing:-.04em;color:#f15928;\">1<\/b>\r\n        <\/p>\r\n        <\/div>\r\n        <div class=\"stat-card__hd\" style=\"font-size:18px;font-weight:700;line-height:1.3;margin:0 0 10px;color:#16205b;font-family:Montserrat,sans-serif;\">Trust in reviews is falling, fast<\/div>\r\n        <div class=\"stat-card__body\" style=\"font-size:15px;font-weight:300;line-height:1.6;margin:0;color:#4E4E4C;font-family:Montserrat,sans-serif;\">Among Britons whose view of online reviews has shifted in three years, those whose trust has fallen outnumber those whose trust has grown by more than five to one.<\/div>\r\n      <\/div>\r\n\r\n      <div class=\"stat-card\">\r\n        <div class=\"stat-card__kicker\" style=\"color:#f15928;font-size:11px;font-weight:700;letter-spacing:.14em;font-family:Montserrat,sans-serif;margin:0 0 10px;\">AI as Research Tool<\/div>\r\n        <div style=\"line-height:1;margin:0 0 18px;display:flex;align-items:baseline;flex-wrap:wrap;\"><p class=\"stat-card__num tone-orange\">\r\n          <b class=\"suf-small-num\" style=\"font-size:26px;font-weight:400;display:inline;margin-left:3px;color:#6b6b69;\">~<\/b><b class=\"big-num\" style=\"font-size:96px;line-height:.85;font-weight:900;display:inline;letter-spacing:-.04em;color:#f15928;\">50<\/b><b class=\"suf-num\" style=\"font-size:36px;line-height:.95;font-weight:700;display:inline;margin-left:4px;\">%<\/b>\r\n        <\/p>\r\n        <\/div>\r\n        <div class=\"stat-card__hd\" style=\"font-size:18px;font-weight:700;line-height:1.3;margin:0 0 10px;color:#16205b;font-family:Montserrat,sans-serif;\">Have used AI to research<\/div>\r\n        <div class=\"stat-card__body\" style=\"font-size:15px;font-weight:300;line-height:1.6;margin:0;color:#4E4E4C;font-family:Montserrat,sans-serif;\">Around 27 million UK adults, and roughly two-thirds of under&#8209;35s, have used an AI chatbot to help research a product. Yet almost no one ranks it as their most trusted source.<\/div>\r\n      <\/div>\r\n\r\n      <div class=\"stat-card\">\r\n        <div class=\"stat-card__kicker\" style=\"color:#1f299c;font-size:11px;font-weight:700;letter-spacing:.14em;font-family:Montserrat,sans-serif;margin:0 0 10px;\">The Authenticity Crisis<\/div>\r\n        <div style=\"line-height:1;margin:0 0 18px;display:flex;align-items:baseline;flex-wrap:wrap;\"><p class=\"stat-card__num tone-cobalt\">\r\n          <b class=\"big-num\" style=\"font-size:96px;line-height:.85;font-weight:900;display:inline;letter-spacing:-.04em;color:#1f299c;\">2<\/b><b class=\"conn-num\" style=\"font-size:30px;line-height:.95;font-weight:400;display:inline;margin:0 6px;color:#6b6b69;\">in<\/b><b class=\"big-num\" style=\"font-size:96px;line-height:.85;font-weight:900;display:inline;letter-spacing:-.04em;color:#1f299c;\">3<\/b>\r\n        <\/p>\r\n        <\/div>\r\n        <div class=\"stat-card__hd\" style=\"font-size:18px;font-weight:700;line-height:1.3;margin:0 0 10px;color:#16205b;font-family:Montserrat,sans-serif;\">Find it nearly impossible to tell what&rsquo;s genuine online<\/div>\r\n        <div class=\"stat-card__body\" style=\"font-size:15px;font-weight:300;line-height:1.6;margin:0;color:#4E4E4C;font-family:Montserrat,sans-serif;\">67% of UK adults agree it&rsquo;s becoming nearly impossible to know what&rsquo;s genuine online. Half of them blame AI and bots first.<\/div>\r\n      <\/div>\r\n\r\n    <\/div>\r\n  <\/div>\r\n<\/section>\r\n\r\n<div class=\"amtivo-report\">\r\n<div style=\"max-width:900px;margin:0 auto;padding:56px 22px 0;\">\r\n  <p style=\"font-family:Montserrat,sans-serif;font-size:17px;font-weight:300;line-height:1.65;color:#333333;margin:0 0 1.15em;\">Anyone shopping in 2026 sees trust signals at every turn. A row of stars under a restaurant name. A Food Hygiene Rating sticker in the chip-shop window. A Red Tractor logo on a packet of bacon. A Gas Safe ID card in a heating engineer&rsquo;s hand, telling you that somebody, somewhere, has checked. Most of us click, glance and decide in seconds. Almost none of us look beyond the badge. That gap, between the trust signals consumers see and the verification sitting behind them, is what this research set out to measure.<\/p>\r\n  <p style=\"font-family:Montserrat,sans-serif;font-size:17px;font-weight:300;line-height:1.65;color:#333333;margin:0 0 1.15em;\">We asked a representative sample of 1,500+ UK adults what they recognise, where they place their trust across different buying decisions, what they think the major review platforms actually check, what they&rsquo;ve lost when reviews turned out to be misleading, and how the arrival of AI is changing everything.<\/p>\r\n  <p style=\"font-family:Montserrat,sans-serif;font-size:17px;font-weight:300;line-height:1.65;color:#333333;margin:0 0 0;\">We start with the trust badges intended to give us the confidence to buy at a glance.<\/p>\r\n<\/div>\r\n<\/div>\r\n\r\n<button class=\"to-top\" type=\"button\" aria-label=\"Back to top\">\r\n  <svg viewBox=\"0 0 24 24\" fill=\"none\" stroke=\"currentColor\" stroke-width=\"2.4\" stroke-linecap=\"round\" stroke-linejoin=\"round\" aria-hidden=\"true\">\r\n    <path d=\"M6 14l6-6 6 6\"\/>\r\n  <\/svg>\r\n<\/button>\r\n\r\n<script>\r\n(function(){\r\n  if (window.__toTopInit) return;\r\n  window.__toTopInit = true;\r\n  var btn = document.querySelector('.to-top');\r\n  if (!btn) return;\r\n  var THRESHOLD = 600;\r\n  var pending = false;\r\n  function update(){\r\n    pending = false;\r\n    if (window.scrollY > THRESHOLD) {\r\n      btn.classList.add('is-visible');\r\n    } else {\r\n      btn.classList.remove('is-visible');\r\n    }\r\n  }\r\n  window.addEventListener('scroll', function(){\r\n    if (pending) return;\r\n    pending = true;\r\n    requestAnimationFrame(update);\r\n  }, { passive: true });\r\n  btn.addEventListener('click', function(){\r\n    window.scrollTo({ top: 0, behavior: 'smooth' });\r\n  });\r\n  update();\r\n})();\r\n<\/script>\r\n\r\n<main>\r\n<section id=\"s1\">\r\n\r\n    <div class=\"section-head\">\r\n      <span class=\"section-head__kicker\">01<\/span>\r\n      <hr class=\"section-head__rule\">\r\n      <div class=\"section-head__title\">\r\n        <h2 style=\"color:#1f299c !important;font-size:clamp(2.4rem, 5.5vw, 4rem) !important;\">The Fake Trust Marks <span class=\"h2-accent\">1 in 3<\/span> Fell For<\/h2>\r\n      <\/div>\r\n    <\/div>\r\n\r\n    <p class=\"lead\">\r\n      We wanted to know which trust marks Brits recognise, which ones they actually rely on, and whether they could be fooled by fakes we&rsquo;d invented.\r\n    <\/p>\r\n\r\n    <p class=\"grid-caption\">10 real trust marks, <span class=\"accent\">three impostors<\/span><\/p>\r\n\r\n    <div class=\"marks-grid\" aria-label=\"The thirteen trust marks shown to respondents\">\r\n      <div class=\"marks-grid__cell\"><img decoding=\"async\" src=\"https:\/\/amtivo.com\/uk\/wp-content\/uploads\/sites\/20\/2026\/06\/BSI.png\" alt=\"A trust mark\"><\/div>\r\n      <div class=\"marks-grid__cell\"><img decoding=\"async\" src=\"https:\/\/amtivo.com\/uk\/wp-content\/uploads\/sites\/20\/2026\/06\/CE.png\" alt=\"A trust mark\"><\/div>\r\n      <div class=\"marks-grid__cell\"><img decoding=\"async\" src=\"https:\/\/amtivo.com\/uk\/wp-content\/uploads\/sites\/20\/2026\/06\/FENSA.png\" alt=\"A trust mark\"><\/div>\r\n      <div class=\"marks-grid__cell\"><img decoding=\"async\" src=\"https:\/\/amtivo.com\/uk\/wp-content\/uploads\/sites\/20\/2026\/06\/FHRS.png\" alt=\"A trust mark\"><\/div>\r\n      <div class=\"marks-grid__cell\"><img decoding=\"async\" src=\"https:\/\/amtivo.com\/uk\/wp-content\/uploads\/sites\/20\/2026\/06\/GASSAFE.png\" alt=\"A trust mark\"><\/div>\r\n      <div class=\"marks-grid__cell\"><img decoding=\"async\" src=\"https:\/\/amtivo.com\/uk\/wp-content\/uploads\/sites\/20\/2026\/06\/GOOGLEREVIEWS.png\" alt=\"A trust mark\"><\/div>\r\n      <div class=\"marks-grid__cell\"><img decoding=\"async\" src=\"https:\/\/amtivo.com\/uk\/wp-content\/uploads\/sites\/20\/2026\/06\/REDTRACTOR.png\" alt=\"A trust mark\"><\/div>\r\n      <div class=\"marks-grid__cell\"><img decoding=\"async\" src=\"https:\/\/amtivo.com\/uk\/wp-content\/uploads\/sites\/20\/2026\/06\/RESA.png\" alt=\"A trust mark\"><\/div>\r\n      <div class=\"marks-grid__cell\"><img decoding=\"async\" src=\"https:\/\/amtivo.com\/uk\/wp-content\/uploads\/sites\/20\/2026\/06\/TRUEREVIEW.png\" alt=\"A trust mark\"><\/div>\r\n      <div class=\"marks-grid__cell\"><img decoding=\"async\" src=\"https:\/\/amtivo.com\/uk\/wp-content\/uploads\/sites\/20\/2026\/06\/TRUSTPILOT.png\" alt=\"A trust mark\"><\/div>\r\n      <div class=\"marks-grid__cell\"><img decoding=\"async\" src=\"https:\/\/amtivo.com\/uk\/wp-content\/uploads\/sites\/20\/2026\/06\/TRUSTMARK.png\" alt=\"A trust mark\"><\/div>\r\n      <div class=\"marks-grid__cell\"><img decoding=\"async\" src=\"https:\/\/amtivo.com\/uk\/wp-content\/uploads\/sites\/20\/2026\/06\/UKPAS.png\" alt=\"A trust mark\"><\/div>\r\n      <div class=\"marks-grid__cell\"><img decoding=\"async\" src=\"https:\/\/amtivo.com\/uk\/wp-content\/uploads\/sites\/20\/2026\/06\/WHICH.png\" alt=\"A trust mark\"><\/div>\r\n    <\/div>\r\n\r\n<p class=\"reveal-intro\">\r\n      Alongside ten well-established trust marks, we designed three fakes:\r\n    <\/p>\r\n\r\n    <div class=\"reveal-cards is-blurred\" id=\"fakes\">\r\n      <div class=\"reveal-card\">\r\n        <div class=\"reveal-card__logo\"><img decoding=\"async\" src=\"https:\/\/amtivo.com\/uk\/wp-content\/uploads\/sites\/20\/2026\/06\/TRUEREVIEW.png\" alt=\"TrueReview\"><\/div>\r\n        <div class=\"reveal-card__body\">\r\n          <p class=\"reveal-card__name\">TrueReview <span class=\"tag\">Fictitious<\/span><\/p>\r\n          <p class=\"reveal-card__desc\">A consumer reviews platform.<\/p>\r\n        <\/div>\r\n      <\/div>\r\n      <div class=\"reveal-card\">\r\n        <div class=\"reveal-card__logo\"><img decoding=\"async\" src=\"https:\/\/amtivo.com\/uk\/wp-content\/uploads\/sites\/20\/2026\/06\/RESA.png\" alt=\"RESA\"><\/div>\r\n        <div class=\"reveal-card__body\">\r\n          <p class=\"reveal-card__name\">RESA <span class=\"tag\">Fictitious<\/span><\/p>\r\n          <p class=\"reveal-card__desc\">Residential Electrical Safety Authority.<\/p>\r\n        <\/div>\r\n      <\/div>\r\n      <div class=\"reveal-card\">\r\n        <div class=\"reveal-card__logo\"><img decoding=\"async\" src=\"https:\/\/amtivo.com\/uk\/wp-content\/uploads\/sites\/20\/2026\/06\/UKPAS.png\" alt=\"UKPAS\"><\/div>\r\n        <div class=\"reveal-card__body\">\r\n          <p class=\"reveal-card__name\">UKPAS <span class=\"tag\">Fictitious<\/span><\/p>\r\n          <p class=\"reveal-card__desc\">UK Plumbing Assessment Scheme.<\/p>\r\n        <\/div>\r\n      <\/div>\r\n    <\/div>\r\n\r\n    <div class=\"reveal-button-wrap\">\r\n      <button type=\"button\" class=\"reveal-button\" id=\"reveal-btn\" style=\"border-radius:50px !important;padding:14px 32px !important;font-size:15px !important;font-weight:700 !important;font-family:Montserrat,sans-serif !important;background:#f15928 !important;color:#ffffff !important;border:none !important;cursor:pointer !important;letter-spacing:.02em !important;display:inline-block !important;\">Reveal the Impostors<\/button>\r\n    <\/div>\r\n\r\n    <div style=\"font-style:italic;color:#8A8A87;font-size:11px !important;line-height:1.5;margin-top:8px;font-family:Montserrat,sans-serif;\">\r\n      Real trust marks were included in the study solely as reference examples to test consumer recognition and trust in certification logos. The organisations whose logos appeared in the study were not involved in the research, and their inclusion does not imply endorsement of the findings.\r\n    <\/div>\r\n    <div style=\"height:24px;\"><\/div>\r\n\r\n    <p>\r\n      Each had a plausible name and a professional logo. Unsuspecting survey takers saw all thirteen one at a time, in a random order, rating each on a five-point scale from &lsquo;never seen it&rsquo; to &lsquo;relied on it when making an important decision.&rsquo; The fakes were a test of what we might call the <strong>high-vis jacket theory<\/strong>: whether the mere <em>appearance<\/em> of authority and verification is enough to trigger a feeling of familiarity, even trust, where in reality there is nothing behind it at all.\r\n    <\/p>\r\n\r\n    <blockquote class=\"pullquote\">\r\n      <p>Almost <span class=\"stat\">1 in 3<\/span> (<span class=\"stat\">31.9%<\/span>) wrongly thought they recognised at least one of the three marks we made up, and <span class=\"stat\">1 in 6<\/span> (<span class=\"stat\">16.7%<\/span>) said they knew what at least one meant.<\/p>\r\n    <\/blockquote>\r\n\r\n    <p>\r\n      <strong>UKPAS<\/strong>, a plumbing-themed trust mark, drew the most claimed familiarity. The same mistaken respondents rated the real marks in a plausible way, picking out the <strong>Food Hygiene Rating Scheme<\/strong>, <strong>Trustpilot<\/strong>, <strong>Gas Safe<\/strong> and <strong>Google Reviews<\/strong> in the patterns we&rsquo;d expect, suggesting they <em>were<\/em> paying attention and genuinely felt at least one of the fakes was real and familiar.\r\n    <\/p>\r\n\r\n    <p class=\"qwording\">We asked: <em>&lsquo;How familiar are you with this trust mark?&rsquo;<\/em><\/p>\r\n\r\n    <div class=\"famtab-wrap\">\r\n\r\n      <table class=\"famtab\" id=\"famtab\" aria-label=\"Trust mark familiarity matrix\">\r\n        <thead>\r\n          <tr>\r\n            <th class=\"col-logo\" aria-hidden=\"true\"><\/th>\r\n            <th class=\"col-name\" data-sort=\"name\">Trust mark <span class=\"sort-arrow\">\u25bc<\/span><\/th>\r\n            <th data-sort=\"never\" data-col=\"col-never\">Never seen <span class=\"sort-arrow\">\u25bc<\/span><\/th>\r\n            <th data-sort=\"seen\"  data-col=\"col-seen\">Seen, don&rsquo;t know its meaning <span class=\"sort-arrow\">\u25bc<\/span><\/th>\r\n            <th data-sort=\"know\"  data-col=\"col-know\">Know it, but doesn&rsquo;t influence me <span class=\"sort-arrow\">\u25bc<\/span><\/th>\r\n            <th data-sort=\"useful\" data-col=\"col-useful\">Found it useful <span class=\"sort-arrow\">\u25bc<\/span><\/th>\r\n            <th data-sort=\"relied\" data-col=\"col-relied\" class=\"is-sorted\">Relied on it <span class=\"sort-arrow\">\u25bc<\/span><\/th>\r\n          <\/tr>\r\n        <\/thead>\r\n        <tbody>\r\n          <tr data-name=\"Food Hygiene Rating Scheme\" data-never=\"3.8\" data-seen=\"1.7\" data-know=\"9.5\" data-useful=\"51.2\" data-relied=\"33.8\" data-fake=\"0\">\r\n            <td class=\"col-logo\"><img decoding=\"async\" src=\"https:\/\/amtivo.com\/uk\/wp-content\/uploads\/sites\/20\/2026\/06\/FHRS.png\" alt=\"\"><\/td>\r\n            <td class=\"col-name\">Food Hygiene Rating Scheme<\/td>\r\n            <td class=\"col-never b1\">3.8%<\/td>\r\n            <td class=\"col-seen b1\">1.7%<\/td>\r\n            <td class=\"col-know b1\">9.5%<\/td>\r\n            <td class=\"col-useful b4\">51.2%<\/td>\r\n            <td class=\"col-relied b4\">33.8%<\/td>\r\n          <\/tr>\r\n          <tr data-name=\"Trustpilot\" data-never=\"0.3\" data-seen=\"1.6\" data-know=\"17.0\" data-useful=\"51.8\" data-relied=\"29.3\" data-fake=\"0\">\r\n            <td class=\"col-logo\"><img decoding=\"async\" src=\"https:\/\/amtivo.com\/uk\/wp-content\/uploads\/sites\/20\/2026\/06\/TRUSTPILOT.png\" alt=\"\"><\/td>\r\n            <td class=\"col-name\">Trustpilot<\/td>\r\n            <td class=\"col-never b1\">0.3%<\/td>\r\n            <td class=\"col-seen b1\">1.6%<\/td>\r\n            <td class=\"col-know b2\">17.0%<\/td>\r\n            <td class=\"col-useful b4\">51.8%<\/td>\r\n            <td class=\"col-relied b4\">29.3%<\/td>\r\n          <\/tr>\r\n          <tr data-name=\"Gas Safe Register\" data-never=\"23.4\" data-seen=\"11.0\" data-know=\"15.7\" data-useful=\"26.7\" data-relied=\"23.3\" data-fake=\"0\">\r\n            <td class=\"col-logo\"><img decoding=\"async\" src=\"https:\/\/amtivo.com\/uk\/wp-content\/uploads\/sites\/20\/2026\/06\/GASSAFE.png\" alt=\"\"><\/td>\r\n            <td class=\"col-name\">Gas Safe Register<\/td>\r\n            <td class=\"col-never b2\">23.4%<\/td>\r\n            <td class=\"col-seen b2\">11.0%<\/td>\r\n            <td class=\"col-know b2\">15.7%<\/td>\r\n            <td class=\"col-useful b3\">26.7%<\/td>\r\n            <td class=\"col-relied b3\">23.3%<\/td>\r\n          <\/tr>\r\n          <tr data-name=\"Google Reviews\" data-never=\"1.8\" data-seen=\"1.8\" data-know=\"22.8\" data-useful=\"50.7\" data-relied=\"22.9\" data-fake=\"0\">\r\n            <td class=\"col-logo\"><img decoding=\"async\" src=\"https:\/\/amtivo.com\/uk\/wp-content\/uploads\/sites\/20\/2026\/06\/GOOGLEREVIEWS.png\" alt=\"\"><\/td>\r\n            <td class=\"col-name\">Google Reviews<\/td>\r\n            <td class=\"col-never b1\">1.8%<\/td>\r\n            <td class=\"col-seen b1\">1.8%<\/td>\r\n            <td class=\"col-know b2\">22.8%<\/td>\r\n            <td class=\"col-useful b4\">50.7%<\/td>\r\n            <td class=\"col-relied b3\">22.9%<\/td>\r\n          <\/tr>\r\n          <tr data-name=\"Which? Recommended\" data-never=\"7.2\" data-seen=\"5.0\" data-know=\"23.1\" data-useful=\"51.0\" data-relied=\"13.7\" data-fake=\"0\">\r\n            <td class=\"col-logo\"><img decoding=\"async\" src=\"https:\/\/amtivo.com\/uk\/wp-content\/uploads\/sites\/20\/2026\/06\/WHICH.png\" alt=\"\"><\/td>\r\n            <td class=\"col-name\">Which? Recommended<\/td>\r\n            <td class=\"col-never b1\">7.2%<\/td>\r\n            <td class=\"col-seen b1\">5.0%<\/td>\r\n            <td class=\"col-know b2\">23.1%<\/td>\r\n            <td class=\"col-useful b4\">51.0%<\/td>\r\n            <td class=\"col-relied b2\">13.7%<\/td>\r\n          <\/tr>\r\n          <tr data-name=\"CE \/ UKCA Marking\" data-never=\"11.9\" data-seen=\"34.3\" data-know=\"26.5\" data-useful=\"19.3\" data-relied=\"8.1\" data-fake=\"0\">\r\n            <td class=\"col-logo\"><img decoding=\"async\" src=\"https:\/\/amtivo.com\/uk\/wp-content\/uploads\/sites\/20\/2026\/06\/CE.png\" alt=\"\"><\/td>\r\n            <td class=\"col-name\">CE \/ UKCA Marking<\/td>\r\n            <td class=\"col-never b1\">11.9%<\/td>\r\n            <td class=\"col-seen b3\">34.3%<\/td>\r\n            <td class=\"col-know b3\">26.5%<\/td>\r\n            <td class=\"col-useful b2\">19.3%<\/td>\r\n            <td class=\"col-relied b1\">8.1%<\/td>\r\n          <\/tr>\r\n          <tr data-name=\"Red Tractor Assurance\" data-never=\"16.9\" data-seen=\"14.8\" data-know=\"31.8\" data-useful=\"29.8\" data-relied=\"6.7\" data-fake=\"0\">\r\n            <td class=\"col-logo\"><img decoding=\"async\" src=\"https:\/\/amtivo.com\/uk\/wp-content\/uploads\/sites\/20\/2026\/06\/REDTRACTOR.png\" alt=\"\"><\/td>\r\n            <td class=\"col-name\">Red Tractor Assurance<\/td>\r\n            <td class=\"col-never b1\">16.9%<\/td>\r\n            <td class=\"col-seen b2\">14.8%<\/td>\r\n            <td class=\"col-know b3\">31.8%<\/td>\r\n            <td class=\"col-useful b3\">29.8%<\/td>\r\n            <td class=\"col-relied b1\">6.7%<\/td>\r\n          <\/tr>\r\n          <tr data-name=\"BSI Kitemark\" data-never=\"31.8\" data-seen=\"21.7\" data-know=\"18.8\" data-useful=\"21.1\" data-relied=\"6.5\" data-fake=\"0\">\r\n            <td class=\"col-logo\"><img decoding=\"async\" src=\"https:\/\/amtivo.com\/uk\/wp-content\/uploads\/sites\/20\/2026\/06\/BSI.png\" alt=\"\"><\/td>\r\n            <td class=\"col-name\">BSI Kitemark<\/td>\r\n            <td class=\"col-never b3\">31.8%<\/td>\r\n            <td class=\"col-seen b2\">21.7%<\/td>\r\n            <td class=\"col-know b2\">18.8%<\/td>\r\n            <td class=\"col-useful b2\">21.1%<\/td>\r\n            <td class=\"col-relied b1\">6.5%<\/td>\r\n          <\/tr>\r\n          <tr data-name=\"FENSA\" data-never=\"64.9\" data-seen=\"14.4\" data-know=\"6.9\" data-useful=\"9.7\" data-relied=\"4.0\" data-fake=\"0\">\r\n            <td class=\"col-logo\"><img decoding=\"async\" src=\"https:\/\/amtivo.com\/uk\/wp-content\/uploads\/sites\/20\/2026\/06\/FENSA.png\" alt=\"\"><\/td>\r\n            <td class=\"col-name\">FENSA<\/td>\r\n            <td class=\"col-never b4\">64.9%<\/td>\r\n            <td class=\"col-seen b2\">14.4%<\/td>\r\n            <td class=\"col-know b1\">6.9%<\/td>\r\n            <td class=\"col-useful b1\">9.7%<\/td>\r\n            <td class=\"col-relied b1\">4.0%<\/td>\r\n          <\/tr>\r\n          <tr data-name=\"TrustMark\" data-never=\"65.2\" data-seen=\"18.5\" data-know=\"10.0\" data-useful=\"5.3\" data-relied=\"1.0\" data-fake=\"0\">\r\n            <td class=\"col-logo\"><img decoding=\"async\" src=\"https:\/\/amtivo.com\/uk\/wp-content\/uploads\/sites\/20\/2026\/06\/TRUSTMARK.png\" alt=\"\"><\/td>\r\n            <td class=\"col-name\">TrustMark<\/td>\r\n            <td class=\"col-never b4\">65.2%<\/td>\r\n            <td class=\"col-seen b2\">18.5%<\/td>\r\n            <td class=\"col-know b1\">10.0%<\/td>\r\n            <td class=\"col-useful b1\">5.3%<\/td>\r\n            <td class=\"col-relied b1\">1.0%<\/td>\r\n          <\/tr>\r\n          <tr data-name=\"RESA\" data-never=\"85.7\" data-seen=\"8.5\" data-know=\"2.7\" data-useful=\"2.0\" data-relied=\"1.0\" data-fake=\"1\">\r\n            <td class=\"col-logo\"><img decoding=\"async\" src=\"https:\/\/amtivo.com\/uk\/wp-content\/uploads\/sites\/20\/2026\/06\/RESA.png\" alt=\"\"><\/td>\r\n            <td class=\"col-name\">RESA <span class=\"tag\">Fictitious<\/span><\/td>\r\n            <td class=\"col-never b5\">85.7%<\/td>\r\n            <td class=\"col-seen b1\">8.5%<\/td>\r\n            <td class=\"col-know b1\">2.7%<\/td>\r\n            <td class=\"col-useful b1\">2.0%<\/td>\r\n            <td class=\"col-relied b1\">1.0%<\/td>\r\n          <\/tr>\r\n          <tr data-name=\"UKPAS\" data-never=\"78.0\" data-seen=\"12.0\" data-know=\"6.3\" data-useful=\"3.0\" data-relied=\"0.8\" data-fake=\"1\">\r\n            <td class=\"col-logo\"><img decoding=\"async\" src=\"https:\/\/amtivo.com\/uk\/wp-content\/uploads\/sites\/20\/2026\/06\/UKPAS.png\" alt=\"\"><\/td>\r\n            <td class=\"col-name\">UKPAS <span class=\"tag\">Fictitious<\/span><\/td>\r\n            <td class=\"col-never b5\">78.0%<\/td>\r\n            <td class=\"col-seen b2\">12.0%<\/td>\r\n            <td class=\"col-know b1\">6.3%<\/td>\r\n            <td class=\"col-useful b1\">3.0%<\/td>\r\n            <td class=\"col-relied b1\">0.8%<\/td>\r\n          <\/tr>\r\n          <tr data-name=\"TrueReview\" data-never=\"84.9\" data-seen=\"7.0\" data-know=\"4.1\" data-useful=\"3.5\" data-relied=\"0.5\" data-fake=\"1\">\r\n            <td class=\"col-logo\"><img decoding=\"async\" src=\"https:\/\/amtivo.com\/uk\/wp-content\/uploads\/sites\/20\/2026\/06\/TRUEREVIEW.png\" alt=\"\"><\/td>\r\n            <td class=\"col-name\">TrueReview <span class=\"tag\">Fictitious<\/span><\/td>\r\n            <td class=\"col-never b5\">84.9%<\/td>\r\n            <td class=\"col-seen b1\">7.0%<\/td>\r\n            <td class=\"col-know b1\">4.1%<\/td>\r\n            <td class=\"col-useful b1\">3.5%<\/td>\r\n            <td class=\"col-relied b1\">0.5%<\/td>\r\n          <\/tr>\r\n        <\/tbody>\r\n      <\/table>\r\n\r\n      <div class=\"fam-mobile\" id=\"fam-mobile\" aria-label=\"Trust mark familiarity\">\r\n        <div class=\"fam-mobile__sort-bar\">\r\n          <label for=\"fam-mobile-sort\">Sort by<\/label>\r\n          <select id=\"fam-mobile-sort\">\r\n            <option value=\"relied\">Relied on it<\/option>\r\n            <option value=\"useful\">Found it useful<\/option>\r\n            <option value=\"know\">Know it, no influence<\/option>\r\n            <option value=\"seen\">Seen, don&rsquo;t know meaning<\/option>\r\n            <option value=\"never\">Never seen<\/option>\r\n            <option value=\"name\">Name (A-Z)<\/option>\r\n          <\/select>\r\n        <\/div>\r\n        <div id=\"fam-mobile-rows\"><\/div>\r\n      <\/div>\r\n    <\/div>\r\n\r\n    <p>\r\n      Later in the survey, far-removed from the trust mark familiarity questions, we asked how confident people were that they could spot a fake trust mark. Those who said &lsquo;Very confident&rsquo; were over <strong>3 times<\/strong> more likely to have claimed familiarity with one of our made-up marks (<strong>33.2%<\/strong>) than those who were &lsquo;Not at all confident&rsquo; (<strong>9.9%<\/strong>).\r\n    <\/p>\r\n    <p>\r\n      At first glance, this looks like the classic <strong>Dunning-Kruger effect<\/strong>: people with low ability (or little knowledge) overestimate themselves because they lack the knowledge to recognise their mistakes.\r\n    <\/p>\r\n    <p>\r\n      Another possible explanation is that a logo that looks professional <em>feels<\/em> familiar, and the brain can mistake that &lsquo;fluent&rsquo; feeling for genuine prior exposure. Researchers call this <strong>familiarity-fluency conflation<\/strong>.<sup class=\"cite\"><a href=\"#cite-1\">1<\/a>&ndash;<a href=\"#cite-4\">4<\/a><\/sup> In prior research on overconfidence in self-assessments, the pattern was more visible in men than women, and it was in our data as well: <strong>37.4%<\/strong> of men claimed familiarity with a made-up mark, versus <strong>26.7%<\/strong> of women.<sup class=\"cite\"><a href=\"#cite-5\">5<\/a>&ndash;<a href=\"#cite-7\">7<\/a><\/sup>\r\n    <\/p>\r\n\r\n    <blockquote class=\"pullquote\">\r\n      <p>Those who were most confident they could spot a fake mark were over <span class=\"stat\">three times<\/span> more likely to claim familiarity with one we&rsquo;d invented.<\/p>\r\n    <\/blockquote>\r\n\r\n    <p>\r\n      The real marks tell their own story. The <strong>Food Hygiene Rating Scheme (FHRS)<\/strong>, the green-and-black sticker in the chip-shop window, is the single most-relied-on trust mark in the survey: <strong>33.8%<\/strong> of UK adults said they had relied on it for an important decision, ahead of <strong>Trustpilot<\/strong> (<strong>29.3%<\/strong>) and <strong>Gas Safe<\/strong> (<strong>23.3%<\/strong>).\r\n    <\/p>\r\n    <p>\r\n      Of those we tested, <strong>Trustpilot<\/strong>, <strong>Google Reviews<\/strong>, <strong>FHRS<\/strong> and <strong>Which? Recommended<\/strong> are the marks Britain understands best: <strong>95-98%<\/strong> of those who&rsquo;ve seen each one can also say what it stands for.\r\n    <\/p>\r\n    <p>\r\n      At the other end, recognition does not always translate into use. <strong>CE \/ UKCA<\/strong>, the regulatory mark that says a product meets UK or EU safety, health and environmental standards, appears on toys, electronics, machinery and a great deal else; <strong>88%<\/strong> of UK adults say they&rsquo;ve seen it, but <strong>34%<\/strong> have <em>only<\/em> seen it, without ever being able to say what it means.\r\n    <\/p>\r\n    <p>\r\n      All of this matters because, out in the real world, anyone in the UK can set themselves up as a certification body and start issuing marks; there is no law against it. Our ability, or inability, to determine whether a trust mark comes from a genuine, trustworthy authority or the equivalent of an unqualified imposter wearing a high-vis jacket they bought on eBay, could therefore make all the difference. And as we&rsquo;ll see later, <strong>7 in 10<\/strong> Brits have never checked whether a trust mark is genuine, or wouldn&rsquo;t know how to. Next, we&rsquo;ll see how the signals we rely on differ according to the type of purchase decision we need to make.\r\n    <\/p>\r\n    <p>\r\n      So how do you tell the difference? That&rsquo;s why it&rsquo;s important for businesses and consumers to look for Certification Bodies accredited by recognised Accreditation Bodies, such as the <strong>United Kingdom Accreditation Service (UKAS)<\/strong>, the <strong>Irish National Accreditation Board (INAB)<\/strong>, the <strong>ANSI National Accreditation Board<\/strong> (in North America) and local equivalents. To obtain and maintain accreditation, Certification Bodies are independently assessed to ensure they operate competently, consistently and impartially. Globally, the <strong>Global Accreditation Cooperation Incorporated (Global ACI)<\/strong> unites Accreditation Bodies worldwide, ensuring accredited certificates are recognised internationally through Multilateral Recognition Arrangements (MLAs).\r\n    <\/p>\r\n\r\n<\/section>\r\n\r\n<section id=\"s2\">\r\n\r\n    <div class=\"section-head\">\r\n      <span class=\"section-head__kicker\">02<\/span>\r\n      <hr class=\"section-head__rule\">\r\n      <div class=\"section-head__title\">\r\n        <h2 style=\"color:#1f299c !important;font-size:clamp(2.4rem, 5.5vw, 4rem) !important;\">Britain&rsquo;s Trust <span class=\"h2-accent\">League Table<\/span><\/h2>\r\n      <\/div>\r\n    <\/div>\r\n\r\n    <p class=\"lead\">\r\n      We asked people to rank trust signals across five everyday buying decisions.\r\n    <\/p>\r\n\r\n    <div class=\"scenarios-preview\">\r\n      <div class=\"scenarios-preview__item\">\r\n        <span class=\"scenarios-preview__icon\"><svg viewBox=\"0 0 24 24\" fill=\"none\" stroke=\"currentColor\" stroke-width=\"2\" stroke-linecap=\"round\" stroke-linejoin=\"round\"><path d=\"M3 2v7c0 1.1.9 2 2 2h2a2 2 0 0 0 2-2V2\"\/><path d=\"M6 2v20\"\/><path d=\"M18 2v8a3 3 0 0 0 3 3v9\"\/><\/svg><\/span>\r\n        <span class=\"scenarios-preview__name\">Choosing a restaurant<\/span>\r\n      <\/div>\r\n      <div class=\"scenarios-preview__item\">\r\n        <span class=\"scenarios-preview__icon\"><svg viewBox=\"0 0 24 24\" fill=\"none\" stroke=\"currentColor\" stroke-width=\"2\" stroke-linecap=\"round\" stroke-linejoin=\"round\"><path d=\"M14.7 6.3a1 1 0 0 0 0 1.4l1.6 1.6a1 1 0 0 0 1.4 0l3.77-3.77a6 6 0 0 1-7.94 7.94l-6.91 6.91a2.12 2.12 0 0 1-3-3l6.91-6.91a6 6 0 0 1 7.94-7.94l-3.76 3.76z\"\/><\/svg><\/span>\r\n        <span class=\"scenarios-preview__name\">Hiring a tradesperson<\/span>\r\n      <\/div>\r\n      <div class=\"scenarios-preview__item\">\r\n        <span class=\"scenarios-preview__icon\"><svg viewBox=\"0 0 24 24\" fill=\"none\" stroke=\"currentColor\" stroke-width=\"2\" stroke-linecap=\"round\" stroke-linejoin=\"round\"><circle cx=\"12\" cy=\"12\" r=\"10\"\/><line x1=\"2\" x2=\"22\" y1=\"12\" y2=\"12\"\/><path d=\"M12 2a15.3 15.3 0 0 1 4 10 15.3 15.3 0 0 1-4 10 15.3 15.3 0 0 1-4-10 15.3 15.3 0 0 1 4-10z\"\/><\/svg><\/span>\r\n        <span class=\"scenarios-preview__name\">Buying from an unfamiliar website<\/span>\r\n      <\/div>\r\n      <div class=\"scenarios-preview__item\">\r\n        <span class=\"scenarios-preview__icon\"><svg viewBox=\"0 0 24 24\" fill=\"none\" stroke=\"currentColor\" stroke-width=\"2\" stroke-linecap=\"round\" stroke-linejoin=\"round\"><path d=\"M2 4v16\"\/><path d=\"M2 8h18a2 2 0 0 1 2 2v10\"\/><path d=\"M2 17h20\"\/><path d=\"M6 8v9\"\/><\/svg><\/span>\r\n        <span class=\"scenarios-preview__name\">Booking accommodation<\/span>\r\n      <\/div>\r\n      <div class=\"scenarios-preview__item\">\r\n        <span class=\"scenarios-preview__icon\"><svg viewBox=\"0 0 24 24\" fill=\"none\" stroke=\"currentColor\" stroke-width=\"2\" stroke-linecap=\"round\" stroke-linejoin=\"round\"><polygon points=\"13 2 3 14 12 14 11 22 21 10 12 10 13 2\"\/><\/svg><\/span>\r\n        <span class=\"scenarios-preview__name\">Switching utilities<\/span>\r\n      <\/div>\r\n    <\/div>\r\n\r\n    <p class=\"qwording\">\r\n      We asked: <em>&ldquo;When choosing where to spend your money, which of these would you trust most to least?&rdquo;<\/em>\r\n    <\/p>\r\n    <p class=\"qwording-meta\">\r\n      Each scenario offered 5 to 7 common options, ranging from review platforms and specialist sources to AI tools and a personal recommendation from someone they knew.\r\n    <\/p>\r\n\r\n    <p>\r\n      The figures are win rates. Each person ranked the signals in the given scenario from most to least trusted, and a signal&rsquo;s win rate is how often, on average, it placed above the other signals in those rankings.\r\n    <\/p>\r\n\r\n    <div class=\"vizC-wrap\">\r\n      <div class=\"vizC\" id=\"vizC\">\r\n        <div class=\"vizC-yaxis\">\r\n          <div class=\"vizC-yaxis__plot\">\r\n            <span class=\"vizC-yaxis__label top\">More<br>trusted<\/span>\r\n            <span class=\"vizC-yaxis__tick\" style=\"bottom:75%\"><\/span><span class=\"vizC-yaxis__tick-label\" style=\"bottom:75%\">75%<\/span>\r\n            <span class=\"vizC-yaxis__tick\" style=\"bottom:50%\"><\/span><span class=\"vizC-yaxis__tick-label\" style=\"bottom:50%\">50%<\/span>\r\n            <span class=\"vizC-yaxis__tick\" style=\"bottom:25%\"><\/span><span class=\"vizC-yaxis__tick-label\" style=\"bottom:25%\">25%<\/span>\r\n            <span class=\"vizC-yaxis__label bot\">Less<br>trusted<\/span>\r\n          <\/div>\r\n        <\/div>\r\n        <div class=\"vizC-cols\" id=\"vizC-cols\">\r\n          <svg class=\"vizC-connectors\" id=\"vizC-connectors\" preserveAspectRatio=\"none\" aria-hidden=\"true\"><\/svg>\r\n        <\/div>\r\n      <\/div>\r\n    <\/div>\r\n\r\n\r\n    <p>\r\n      A <strong>100%<\/strong> win rate would mean everyone placed it first. A <strong>0%<\/strong> win rate would mean everyone placed it last. A <strong>50%<\/strong> win rate would mean a signal that lands, on average, in the middle of the field. <strong>Personal recommendation<\/strong> tops Britain&rsquo;s trust league in four of the five scenarios. A friend or family recommendation reaches a win rate of <strong>83.4%<\/strong> for choosing a restaurant, meaning it came out above whichever signal it was up against more than <strong>8 times in 10<\/strong>. It scores <strong>81.4%<\/strong> for hiring a tradesperson, <strong>71.7%<\/strong> for an unfamiliar website, and <strong>65.7%<\/strong> for booking accommodation. Friends and family have long been a strong trust signal,<sup class=\"cite\"><a href=\"#cite-8\">8<\/a>,<a href=\"#cite-9\">9<\/a><\/sup> and as AI fills the internet with content that is harder and harder to verify, they remain the one source whose authenticity is not in question. In contrast, across the five scenarios pooled together, a personal recommendation outranks an AI research tool like ChatGPT roughly <strong>9 times out of 10<\/strong>.\r\n    <\/p>\r\n\r\n    <blockquote class=\"pullquote\">\r\n      <p>Across the five scenarios, a personal recommendation outranks an AI tool roughly <span class=\"stat\">9 times out of 10<\/span>.<\/p>\r\n    <\/blockquote>\r\n\r\n    <p>\r\n      An exception is utilities, where <strong>MoneySavingExpert<\/strong> reaches a win rate of <strong>72.7%<\/strong>, ahead of personal recommendation&rsquo;s <strong>62.5%<\/strong>. Switching providers is the one category in the survey where the country leans on its most-used consumer-finance source over a friend&rsquo;s word. The same signal can earn very different win rates depending on the decision being made. <strong>Google Reviews<\/strong> scores <strong>63.5%<\/strong> for picking a restaurant but slips to <strong>46.4%<\/strong> for accommodation, a <strong>17-point swing<\/strong> across the five scenarios.\r\n    <\/p>\r\n    <p>\r\n      <strong>Trustpilot<\/strong> moves from <strong>64.9%<\/strong> on unfamiliar websites to <strong>51.7%<\/strong> on utilities.\r\n    <\/p>\r\n    <p>\r\n      In accommodation, <strong>Tripadvisor<\/strong>&rsquo;s <strong>64.4%<\/strong> win rate sits just <strong>1.3 points<\/strong> behind personal recommendation, the closest any platform-based signal comes to challenging it in any scenario where personal recommendation tops the league. Age changes the picture in ways win-rate averages can&rsquo;t show. Looking at top-of-list picks rather than win rates, the preference for personal recommendation increases across age bands: <strong>48.9%<\/strong> of 18-24s put a friend or family member at the top of their restaurant list, climbing to <strong>75.0%<\/strong> of those aged 65 and over.\r\n    <\/p>\r\n    <p>\r\n      For utilities, <strong>MoneySavingExpert<\/strong> is most often the top pick among 55-64s, <strong>40.9%<\/strong> of whom rank it first, against <strong>13.6%<\/strong> of 18-24s, the group least likely to have utility bills in their own name.\r\n    <\/p>\r\n    <p>\r\n      <strong>Tripadvisor<\/strong> still owns the 50-something traveller: <strong>31.3%<\/strong> of 55-64s put it first for accommodation, more than any other age band. At the bottom of the chart, in every scenario, sits AI. Asking an AI tool such as ChatGPT has a win rate of <strong>17.4%<\/strong> for restaurants, <strong>13.0%<\/strong> for tradesperson choice, <strong>20.1%<\/strong> for unfamiliar websites, <strong>9.6%<\/strong> for accommodation, and <strong>19.3%<\/strong> for utilities. AI lost more head-to-heads than it won in every category we tested, finishing last in every scenario. As we&rsquo;ll see later, around half of UK adults have used AI to research a purchase, yet almost no one ranks it as their most-trusted source.\r\n    <\/p>\r\n\r\n<\/section>\r\n\r\n<section id=\"s3\">\r\n\r\n    <div class=\"section-head\">\r\n      <span class=\"section-head__kicker\">03<\/span>\r\n      <hr class=\"section-head__rule\">\r\n      <div class=\"section-head__title\">\r\n        <h2 style=\"color:#1f299c !important;font-size:clamp(2.4rem, 5.5vw, 4rem) !important;\">The <span class=\"h2-accent\">Verification Gap<\/span>: What&rsquo;s Checked, What Isn&rsquo;t<\/h2>\r\n      <\/div>\r\n    <\/div>\r\n\r\n    <p class=\"lead\">\r\n      We asked three linked questions about verification: whether people had ever checked a trust mark themselves, what they thought the review platforms verified about their reviewers, and what share of the reviews on those platforms they suspected were fake. Around <strong>72%<\/strong> of UK adults, roughly <strong>39.7 million<\/strong> people, have either never checked a trust mark or wouldn&rsquo;t know how.\r\n    <\/p>\r\n\r\n    <p class=\"qwording\">We asked: <em>&lsquo;Have you ever checked whether a trust mark, badge, or certification you saw was genuine, for example, by clicking on it or looking it up on another site?&rsquo;<\/em><\/p>\r\n\r\n    <div class=\"viz1\" aria-label=\"Have you ever checked a trust mark? \u2014 distribution\">\r\n      <div class=\"viz1__bar\">\r\n        <div class=\"viz1__seg viz1__seg--yes\" style=\"grid-column: span 1;\">\r\n          <span class=\"viz1__pct\">27.8%<\/span>\r\n          <span class=\"viz1__lbl\">Yes<\/span>\r\n        <\/div>\r\n        <div class=\"viz1__seg viz1__seg--no\">\r\n          <span class=\"viz1__pct\">55.0%<\/span>\r\n          <span class=\"viz1__lbl\">No<\/span>\r\n        <\/div>\r\n        <div class=\"viz1__seg viz1__seg--dk\">\r\n          <span class=\"viz1__pct\">17.2%<\/span>\r\n          <span class=\"viz1__lbl\">Wouldn&rsquo;t know how<\/span>\r\n        <\/div>\r\n      <\/div>\r\n      <div class=\"viz1__key\" aria-hidden=\"true\">\r\n        <span class=\"viz1__key-item\"><span class=\"viz1__key-swatch viz1__key-swatch--yes\"><\/span>Yes<\/span>\r\n        <span class=\"viz1__key-item\"><span class=\"viz1__key-swatch viz1__key-swatch--no\"><\/span>No<\/span>\r\n        <span class=\"viz1__key-item\"><span class=\"viz1__key-swatch viz1__key-swatch--dk\"><\/span>I wouldn&rsquo;t know how to check<\/span>\r\n      <\/div>\r\n    <\/div>\r\n\r\n    <p>\r\n      The <strong>28%<\/strong> who say they have ever checked thins further when you ask how often: fewer than <strong>1 in 9<\/strong> Britons do it often enough to call the behaviour habitual.\r\n    <\/p>\r\n    <p>\r\n      Even the checking that does happen is often not the kind it sounds like. Of those who say they&rsquo;ve checked, almost a third can&rsquo;t remember which mark. Of those who can, fewer than half named a statutory or independent third-party certification; the rest recalled a platform&rsquo;s own marketing badge or a trades-directory listing.\r\n    <\/p>\r\n    <p>\r\n      Where consumers don&rsquo;t check, the gap is open to abuse. <strong>TrustMark<\/strong>, the government-endorsed scheme for UK tradespeople, warns publicly on its website that &lsquo;an increasing number&rsquo; of firms are advertising themselves as TrustMark-registered when they are not, displaying its logo on vans, websites and marketing materials to mislead customers.<sup class=\"cite\"><a href=\"#cite-10\">10<\/a><\/sup> Since April 2025, that has been a banned practice under the <strong>Digital Markets, Competition and Consumers Act<\/strong>.<sup class=\"cite\"><a href=\"#cite-11\">11<\/a>,<a href=\"#cite-12\">12<\/a><\/sup>\r\n    <\/p>\r\n\r\n    <p>\r\n      Review platforms vary significantly in how much they verify. Some require proof of purchase or a verified transaction before a review can be posted, meaning every review is tied to a confirmed customer. Others allow verified and unverified reviews to sit side by side, with verification status noted but not enforced. And some platforms impose no verification requirement at all, allowing anyone to post a review of any business without evidence they ever used it.\r\n    <\/p>\r\n    <p>\r\n      This spectrum matters because most consumers never check which model a given platform uses, and those who don&rsquo;t tend to assume a higher standard of scrutiny than is actually in place. Most platforms do publish their verification policies, and it might be worth consulting them before relying on reviews for a significant purchase. For businesses deciding where to list, it may equally be worth considering what verification model a platform uses, as this shapes not just the trustworthiness of its reviews, but the credibility of the businesses that appear on it.\r\n    <\/p>\r\n\r\n<\/section>\r\n\r\n<section id=\"s4\">\r\n\r\n    <div class=\"section-head\">\r\n      <span class=\"section-head__kicker\">04<\/span>\r\n      <hr class=\"section-head__rule\">\r\n      <div class=\"section-head__title\">\r\n        <h2 style=\"color:#1f299c !important;font-size:clamp(2.4rem, 5.5vw, 4rem) !important;\">Why Review Trust is Falling, <span class=\"h2-accent\">Five to One<\/span><\/h2>\r\n      <\/div>\r\n    <\/div>\r\n\r\n    <p class=\"lead\">\r\n      We asked whether people&rsquo;s trust in online reviews had grown, fallen, or stayed about the same compared to three years ago, roughly when <strong>ChatGPT<\/strong> hit the mainstream.<sup class=\"cite\"><a href=\"#cite-13\">13<\/a>,<a href=\"#cite-14\">14<\/a><\/sup> <strong>40%<\/strong> said fallen, <strong>8%<\/strong> said grown, <strong>52%<\/strong> said about the same. Among the group whose view has shifted, those whose trust has fallen outnumber those whose trust has grown by more than <strong>five to one<\/strong>.\r\n    <\/p>\r\n\r\n    <p class=\"qwording\">We asked: <em>&lsquo;Do you trust online reviews and ratings more, less, or about the same as you did 3 years ago?&rsquo;<\/em><\/p>\r\n\r\n    <div class=\"viz1-chart\" aria-label=\"Trust trajectory: less, same, more\">\r\n      <div class=\"viz1-bars\">\r\n        <div class=\"viz1-bar viz1-bar--less\"><div class=\"viz1-bar__fill\" style=\"height:73% !important;\" data-h=\"73%\"><span class=\"viz1-bar__pct\">40.4%<\/span><\/div><\/div>\r\n        <div class=\"viz1-bar viz1-bar--same\"><div class=\"viz1-bar__fill\" style=\"height:94% !important;\" data-h=\"94%\"><span class=\"viz1-bar__pct\">51.9%<\/span><\/div><\/div>\r\n        <div class=\"viz1-bar viz1-bar--more\"><div class=\"viz1-bar__fill\" style=\"height:14% !important;\" data-h=\"14%\"><span class=\"viz1-bar__pct\">7.7%<\/span><\/div><\/div>\r\n      <\/div>\r\n      <div class=\"viz1-labels\">\r\n        <span class=\"lbl-less\">Less trust<\/span>\r\n        <span>About the same<\/span>\r\n        <span class=\"lbl-more\">More trust<\/span>\r\n      <\/div>\r\n    <\/div>\r\n\r\n    <p>\r\n      The trust-fallers&rsquo; blame points outwards. <strong>71%<\/strong> blame fake or manipulated reviews. Half blame businesses gaming the system. Almost half (<strong>48%<\/strong>) blame AI for making real and fake harder to tell apart. Internal reasons barely register: only <strong>12%<\/strong> say reviews all blur together, only <strong>3%<\/strong> that they don&rsquo;t have the time to check them carefully. What Brits describe is a system being corrupted.\r\n    <\/p>\r\n\r\n    <p class=\"qwording\">We asked: <em>&lsquo;Which of the following reasons describe why your trust in online reviews has fallen?&rsquo;<\/em><\/p>\r\n    <p class=\"qwording-meta\">Asked of those whose trust has fallen. Multi-select.<\/p>\r\n\r\n    <div class=\"viz2-chart\" aria-label=\"Reasons for less trust in reviews\">\r\n      <div class=\"viz2-bars\">\r\n        <div class=\"viz2-bar viz2-bar--external\"><div class=\"viz2-bar__fill\" style=\"height:100% !important;\"><span class=\"viz2-bar__pct\">71.2%<\/span><\/div><\/div>\r\n        <div class=\"viz2-bar viz2-bar--external\"><div class=\"viz2-bar__fill\" style=\"height:69% !important;\"><span class=\"viz2-bar__pct\">49.3%<\/span><\/div><\/div>\r\n        <div class=\"viz2-bar viz2-bar--external\"><div class=\"viz2-bar__fill\" style=\"height:67% !important;\"><span class=\"viz2-bar__pct\">47.9%<\/span><\/div><\/div>\r\n        <div class=\"viz2-bar viz2-bar--internal\"><div class=\"viz2-bar__fill\" style=\"height:17% !important;\"><span class=\"viz2-bar__pct\">12.4%<\/span><\/div><\/div>\r\n        <div class=\"viz2-bar viz2-bar--internal\"><div class=\"viz2-bar__fill\" style=\"height:16% !important;\"><span class=\"viz2-bar__pct\">11.1%<\/span><\/div><\/div>\r\n        <div class=\"viz2-bar viz2-bar--internal\"><div class=\"viz2-bar__fill\" style=\"height:5% !important;\"><span class=\"viz2-bar__pct\">3.2%<\/span><\/div><\/div>\r\n      <\/div>\r\n      <div class=\"viz2-labels\">\r\n        <span>Too many fake or manipulated reviews<\/span>\r\n        <span>Businesses gaming the system<\/span>\r\n        <span>AI making it harder to tell real from fake<\/span>\r\n        <span>Reviews all seem the same<\/span>\r\n        <span>Bad experience despite good reviews<\/span>\r\n        <span>Don&rsquo;t have time to read reviews properly<\/span>\r\n      <\/div>\r\n    <\/div>\r\n\r\n    <div class=\"viz2-mobile\" aria-label=\"Reasons for less trust (mobile)\">\r\n      <p class=\"viz2-mobile__cluster-h viz2-mobile__cluster-h--external\">External &middot; the system being corrupted<\/p>\r\n      <div class=\"viz2-mobile__bar\" style=\"--bar-w:71.2%\"><div class=\"viz2-mobile__row\"><div class=\"viz2-mobile__fill\" style=\"width:71.2% !important;\"><\/div><span class=\"viz2-mobile__lbl\">Too many fake or manipulated reviews<\/span><\/div><span class=\"viz2-mobile__pct\">71.2%<\/span><\/div>\r\n      <div class=\"viz2-mobile__bar\" style=\"--bar-w:49.3%\"><div class=\"viz2-mobile__row\"><div class=\"viz2-mobile__fill\" style=\"width:49.3% !important;\"><\/div><span class=\"viz2-mobile__lbl\">Businesses gaming the system<\/span><\/div><span class=\"viz2-mobile__pct\">49.3%<\/span><\/div>\r\n      <div class=\"viz2-mobile__bar\" style=\"--bar-w:47.9%\"><div class=\"viz2-mobile__row\"><div class=\"viz2-mobile__fill\" style=\"width:47.9% !important;\"><\/div><span class=\"viz2-mobile__lbl\">AI making it harder to tell real from fake<\/span><\/div><span class=\"viz2-mobile__pct\">47.9%<\/span><\/div>\r\n      <p class=\"viz2-mobile__cluster-h viz2-mobile__cluster-h--internal\">Internal &middot; personal reasons<\/p>\r\n      <div class=\"viz2-mobile__bar viz2-mobile__bar--internal viz2-mobile__bar--narrow\" style=\"--bar-w:12.4%\"><div class=\"viz2-mobile__row\"><div class=\"viz2-mobile__fill\" style=\"width:12.4% !important;\"><\/div><span class=\"viz2-mobile__lbl\">Reviews all seem the same<\/span><\/div><span class=\"viz2-mobile__pct\">12.4%<\/span><\/div>\r\n      <div class=\"viz2-mobile__bar viz2-mobile__bar--internal viz2-mobile__bar--narrow\" style=\"--bar-w:11.1%\"><div class=\"viz2-mobile__row\"><div class=\"viz2-mobile__fill\" style=\"width:11.1% !important;\"><\/div><span class=\"viz2-mobile__lbl\">Had a bad experience despite good reviews<\/span><\/div><span class=\"viz2-mobile__pct\">11.1%<\/span><\/div>\r\n      <div class=\"viz2-mobile__bar viz2-mobile__bar--internal viz2-mobile__bar--narrow\" style=\"--bar-w:3.2%\"><div class=\"viz2-mobile__row\"><div class=\"viz2-mobile__fill\" style=\"width:3.2% !important;\"><\/div><span class=\"viz2-mobile__lbl\">Don&rsquo;t have time to read reviews properly<\/span><\/div><span class=\"viz2-mobile__pct\">3.2%<\/span><\/div>\r\n    <\/div>\r\n\r\n    <p><strong>97.7%<\/strong> of trust-fallers picked at least one reason in the deception cluster (fakes, businesses gaming, or AI).<\/p>\r\n    <p>A small but distinctive minority of UK adults, fewer than <strong>1 in 13<\/strong>, say their trust in reviews has grown over the past three years. They are an engaged group: they use AI more for purchase research, they check trust marks more often, and they are <strong>four times<\/strong> more likely than the average UK adult to know about the recent consumer-protection law.<\/p>\r\n    <p>And yet on every measure of accuracy in our survey, they are the group whose confidence runs furthest ahead of the data. <strong>51%<\/strong> claim familiarity with one of the three trust marks we invented, against <strong>32%<\/strong> of UK adults overall. They are <strong>six times<\/strong> more likely than average to say they are &lsquo;very confident&rsquo; they could spot a fake mark, a confidence the rest of the data does not support.<\/p>\r\n    <p>Asked why their trust has grown, they give active reasons: <strong>41%<\/strong> say platforms have got better at removing fakes, <strong>41%<\/strong> say they have learned to spot fakes themselves, <strong>33%<\/strong> say verified-purchase badges help them trust what they are reading. They believe they have learned, and they believe the system has improved. The rest of the data suggests their belief is running ahead of their evidence. They are also the youngest group in the survey: <strong>15%<\/strong> of 18-24s say their trust has grown, against <strong>4%<\/strong> of those aged 65 and over. The Brits growing most confident in the review ecosystem are the ones who have spent the least time inside it.<\/p>\r\n    <p>Then we asked the whole sample whether they had ever been let down by a product or service that came with excellent online reviews. Six in ten (<strong>58%<\/strong>) said yes. Among those who got burned, the most common explanation was that the reviews themselves were fake or manipulated: <strong>46%<\/strong> reached that conclusion, while <strong>14%<\/strong> concluded the reviews probably reflected honest opinions they happened not to share. By a margin of more than <strong>three to one<\/strong>, the people who got burned point at the review system rather than the reviewers.<\/p>\r\n\r\n    <blockquote class=\"pullquote\">\r\n      <p>When Britons got burned by glowing reviews, the explanation they reached for first was that the reviews were fake.<\/p>\r\n    <\/blockquote>\r\n\r\n    <p>The remaining <strong>40%<\/strong> did not connect the let-down to fake reviews. They had not thought about it at all. These people had a poor purchase, shrugged, and moved on without forming any explanation for what had gone wrong. They are <strong>23%<\/strong> of all UK adults. They are not a particularly cynical or particularly trusting group; they are the most disengaged from the trust ecosystem of any group in the survey. <strong>76%<\/strong> have either never checked a trust mark or would not know how, against <strong>62%<\/strong> of those who did suspect fakes. They report smaller and fuzzier losses and are less alert than the suspecting group to trust marks we made up. Without recognising fake or misleading reviews as the cause, they are positioned to trust similar reviews next time around.<\/p>\r\n    <p>AI sits at both ends of this story. It is the cause the nation most often blames for the trust crisis, and the tool that half of us have now used to navigate online buying.<\/p>\r\n\r\n<\/section>\r\n\r\n<section id=\"s5\">\r\n\r\n    <div class=\"section-head\">\r\n      <span class=\"section-head__kicker\">05<\/span>\r\n      <hr class=\"section-head__rule\">\r\n      <div class=\"section-head__title\">\r\n        <h2 style=\"color:#1f299c !important;font-size:clamp(2.4rem, 5.5vw, 4rem) !important;\">Our <span class=\"h2-accent\">Complicated<\/span> Relationship with AI<\/h2>\r\n      <\/div>\r\n    <\/div>\r\n\r\n    <p class=\"lead\">\r\n      Our data suggests Britain has reached the tipping point on AI as a research tool. By May 2026, around <strong>27 million<\/strong> UK adults, half the country, had we used an AI chatbot to help research a product or purchase.\r\n    <\/p>\r\n\r\n    <p class=\"qwording\">We asked: <em>&lsquo;Have you ever used an AI chatbot to help you research a product, service, or purchase?&rsquo;<\/em><\/p>\r\n\r\n    <div class=\"viz1-chart\" aria-label=\"AI usage by age band, with All-adults reference line\">\r\n      <div class=\"viz1-bars\">\r\n        <div class=\"viz1-bar\"><div class=\"viz1-bar__fill\" style=\"height:92% !important;\"><span class=\"viz1-bar__pct\">64.6%<\/span><\/div><\/div>\r\n        <div class=\"viz1-bar\"><div class=\"viz1-bar__fill\" style=\"height:90% !important;\"><span class=\"viz1-bar__pct\">63.1%<\/span><\/div><\/div>\r\n        <div class=\"viz1-bar\"><div class=\"viz1-bar__fill\" style=\"height:85% !important;\"><span class=\"viz1-bar__pct\">59.6%<\/span><\/div><\/div>\r\n        <div class=\"viz1-bar\"><div class=\"viz1-bar__fill\" style=\"height:70% !important;\"><span class=\"viz1-bar__pct\">49.3%<\/span><\/div><\/div>\r\n        <div class=\"viz1-bar\"><div class=\"viz1-bar__fill\" style=\"height:56% !important;\"><span class=\"viz1-bar__pct\">38.9%<\/span><\/div><\/div>\r\n        <div class=\"viz1-bar\"><div class=\"viz1-bar__fill\" style=\"height:49% !important;\"><span class=\"viz1-bar__pct\">34.4%<\/span><\/div><\/div>\r\n        <div class=\"viz1-ref\"><span class=\"viz1-ref__lbl\"><strong>49.7%<\/strong>All adults<\/span><\/div>\r\n      <\/div>\r\n      <div class=\"viz1-labels\">\r\n        <span>18&ndash;24<\/span>\r\n        <span>25&ndash;34<\/span>\r\n        <span>35&ndash;44<\/span>\r\n        <span>45&ndash;54<\/span>\r\n        <span>55&ndash;64<\/span>\r\n        <span>65+<\/span>\r\n      <\/div>\r\n    <\/div>\r\n\r\n    <blockquote class=\"pullquote\">\r\n      <p>Roughly <span class=\"stat\">two-thirds<\/span> of under-35s have used an AI chatbot to research what they buy.<\/p>\r\n    <\/blockquote>\r\n\r\n    <p>Among under-35s the figure rises to roughly <strong>two-thirds<\/strong>. The dominant reasons users gave are about speed and convenience: <strong>64%<\/strong> of AI users wanted a summary instead of reading lots of reviews; <strong>62%<\/strong> wanted a faster shortcut; only <strong>30%<\/strong> reached for it expecting a more reliable answer than the reviews would give them.<\/p>\r\n\r\n    <p class=\"qwording\">We asked: <em>&lsquo;Which of the following reasons describe why you used AI to research a product?&rsquo;<\/em><\/p>\r\n    <p class=\"qwording-meta\">Asked of AI users. Multi-select.<\/p>\r\n\r\n    <div class=\"viz2-list\" aria-label=\"Reasons for using AI for purchase research\" style=\"background:#ffffff;border:1px solid #E4E7EE;padding:28px 18px 18px;\">\r\n<table style=\"width:100%;border-collapse:collapse;margin:0 0 10px;table-layout:fixed;\" cellspacing=\"0\" cellpadding=\"0\">\r\n  <tr>\r\n    <td style=\"width:calc(100% - 66px);padding:0;vertical-align:middle;\">\r\n      <div style=\"position:relative;height:38px;background:#EFF1F5;overflow:hidden;display:block;\">\r\n        <div style=\"position:absolute;top:0;left:0;height:100%;width:63.6%;background:#1f299c;display:block;\"><\/div>\r\n        <span style=\"position:absolute;left:12px;top:50%;transform:translateY(-50%);font-size:13px;font-weight:500;font-family:Montserrat,sans-serif;color:#ffffff;z-index:2;line-height:1.2;white-space:nowrap;overflow:hidden;text-overflow:ellipsis;max-width:calc(100% - 20px);\">Wanted a summary instead of reading lots of reviews<\/span>\r\n      <\/div>\r\n    <\/td>\r\n    <td style=\"width:66px;padding:0 0 0 10px;text-align:right;vertical-align:middle;font-size:14px;font-weight:700;font-family:Montserrat,sans-serif;color:#16205b;white-space:nowrap;\">63.6%<\/td>\r\n  <\/tr>\r\n<\/table>\r\n<table style=\"width:100%;border-collapse:collapse;margin:0 0 10px;table-layout:fixed;\" cellspacing=\"0\" cellpadding=\"0\">\r\n  <tr>\r\n    <td style=\"width:calc(100% - 66px);padding:0;vertical-align:middle;\">\r\n      <div style=\"position:relative;height:38px;background:#EFF1F5;overflow:hidden;display:block;\">\r\n        <div style=\"position:absolute;top:0;left:0;height:100%;width:61.7%;background:#1f299c;display:block;\"><\/div>\r\n        <span style=\"position:absolute;left:12px;top:50%;transform:translateY(-50%);font-size:13px;font-weight:500;font-family:Montserrat,sans-serif;color:#ffffff;z-index:2;line-height:1.2;white-space:nowrap;overflow:hidden;text-overflow:ellipsis;max-width:calc(100% - 20px);\">Quicker \/ more convenient than searching myself<\/span>\r\n      <\/div>\r\n    <\/td>\r\n    <td style=\"width:66px;padding:0 0 0 10px;text-align:right;vertical-align:middle;font-size:14px;font-weight:700;font-family:Montserrat,sans-serif;color:#16205b;white-space:nowrap;\">61.7%<\/td>\r\n  <\/tr>\r\n<\/table>\r\n<table style=\"width:100%;border-collapse:collapse;margin:0 0 10px;table-layout:fixed;\" cellspacing=\"0\" cellpadding=\"0\">\r\n  <tr>\r\n    <td style=\"width:calc(100% - 66px);padding:0;vertical-align:middle;\">\r\n      <div style=\"position:relative;height:38px;background:#EFF1F5;display:block;\">\r\n        <div style=\"position:absolute;top:0;left:0;height:100%;width:38.0%;background:#1f299c;display:block;\"><\/div>\r\n        <span style=\"position:absolute;left:calc(38.0% + 12px);top:50%;transform:translateY(-50%);font-size:13px;font-weight:500;font-family:Montserrat,sans-serif;color:#333333;z-index:2;line-height:1.2;white-space:nowrap;\">It gave me personalised recommendations<\/span>\r\n      <\/div>\r\n    <\/td>\r\n    <td style=\"width:66px;padding:0 0 0 10px;text-align:right;vertical-align:middle;font-size:14px;font-weight:700;font-family:Montserrat,sans-serif;color:#16205b;white-space:nowrap;\">38.0%<\/td>\r\n  <\/tr>\r\n<\/table>\r\n<table style=\"width:100%;border-collapse:collapse;margin:0 0 10px;table-layout:fixed;\" cellspacing=\"0\" cellpadding=\"0\">\r\n  <tr>\r\n    <td style=\"width:calc(100% - 66px);padding:0;vertical-align:middle;\">\r\n      <div style=\"position:relative;height:38px;background:#EFF1F5;display:block;\">\r\n        <div style=\"position:absolute;top:0;left:0;height:100%;width:30.1%;background:#1f299c;display:block;\"><\/div>\r\n        <span style=\"position:absolute;left:calc(30.1% + 12px);top:50%;transform:translateY(-50%);font-size:13px;font-weight:500;font-family:Montserrat,sans-serif;color:#333333;z-index:2;line-height:1.2;white-space:nowrap;\">Thought it would give me a more reliable answer<\/span>\r\n      <\/div>\r\n    <\/td>\r\n    <td style=\"width:66px;padding:0 0 0 10px;text-align:right;vertical-align:middle;font-size:14px;font-weight:700;font-family:Montserrat,sans-serif;color:#16205b;white-space:nowrap;\">30.1%<\/td>\r\n  <\/tr>\r\n<\/table>\r\n<table style=\"width:100%;border-collapse:collapse;margin:0 0 10px;table-layout:fixed;\" cellspacing=\"0\" cellpadding=\"0\">\r\n  <tr>\r\n    <td style=\"width:calc(100% - 66px);padding:0;vertical-align:middle;\">\r\n      <div style=\"position:relative;height:38px;background:#EFF1F5;display:block;\">\r\n        <div style=\"position:absolute;top:0;left:0;height:100%;width:29.5%;background:#1f299c;display:block;\"><\/div>\r\n        <span style=\"position:absolute;left:calc(29.5% + 12px);top:50%;transform:translateY(-50%);font-size:13px;font-weight:500;font-family:Montserrat,sans-serif;color:#333333;z-index:2;line-height:1.2;white-space:nowrap;\">Just wanted to try it out<\/span>\r\n      <\/div>\r\n    <\/td>\r\n    <td style=\"width:66px;padding:0 0 0 10px;text-align:right;vertical-align:middle;font-size:14px;font-weight:700;font-family:Montserrat,sans-serif;color:#16205b;white-space:nowrap;\">29.5%<\/td>\r\n  <\/tr>\r\n<\/table>\r\n<\/div>\r\n\r\n    <p>People who have been let down by a product with excellent reviews are markedly more likely to have used AI for purchase research: <strong>57%<\/strong> have, against <strong>40%<\/strong> of those who haven&rsquo;t. The gap holds within every age band and every shopping-frequency group, so it isn&rsquo;t a hidden age or shopping-intensity effect. We can&rsquo;t say whether disappointment with reviews drove people to AI, or whether the same heavily online consumers run into both more often, but the two experiences travel together.<\/p>\r\n    <p>Asked separately whether AI is making it harder to tell whether online reviews and ratings can be trusted, <strong>57%<\/strong> said yes, <strong>12%<\/strong> said no, the rest unsure. Among those with a settled view either way, that is a <strong>five-to-one<\/strong> ratio. Around <strong>31 million<\/strong> people now believe AI is making the rest of the trust ecosystem harder to read.<\/p>\r\n    <p>Roughly <strong>13 million<\/strong> UK adults have used AI for purchase research and also say it is making review trust harder. We&rsquo;ve called them the <strong>reluctant adopters<\/strong>. They are <strong>47%<\/strong> of all AI users, using the tool while distrusting it, reaching for it with one hand and pointing at it with the other.<\/p>\r\n    <p>What someone thinks AI is doing to online reviews lines up more closely with whether their review trust has grown or fallen than any other variable in the survey. Among Britons whose trust has fallen in the last three years, roughly <strong>three-quarters<\/strong> say AI is making it harder. Among those whose trust hasn&rsquo;t moved, the figure drops to about <strong>half<\/strong>. Britain&rsquo;s recent loss of faith in reviews and Britain&rsquo;s worry about AI appear deeply entwined.<\/p>\r\n    <p>AI is the tool half of UK adults now use to navigate online buying. It is also the cause Britons most often name when they describe the trust problem getting worse. As we&rsquo;ll see later, when forced to pick a single biggest reason it is becoming nearly impossible to tell what&rsquo;s genuine online, AI and bots outrank every other cause. AI is fast becoming Britain&rsquo;s research assistant, but it is nowhere near being its most trusted authority.<\/p>\r\n\r\n<\/section>\r\n\r\n<section id=\"s6\">\r\n\r\n    <div class=\"section-head\">\r\n      <span class=\"section-head__kicker\">06<\/span>\r\n      <hr class=\"section-head__rule\">\r\n      <div class=\"section-head__title\">\r\n        <h2 style=\"color:#1f299c !important;font-size:clamp(2.4rem, 5.5vw, 4rem) !important;\">The <span class=\"h2-accent\">\u00a35 Billion<\/span> Cost of Disappointing Products<\/h2>\r\n      <\/div>\r\n    <\/div>\r\n\r\n    <p class=\"lead\">\r\n      In the last 12 months, we estimate that UK adults spent approximately <strong>\u00a35 billion<\/strong> on products and services that turned out to be worse than their online reviews suggested. The figure is built from what respondents told us they had spent on such items, scaled to the UK adult population: an average of around <strong>\u00a395<\/strong> per UK adult, counting everyone, or about <strong>\u00a3133<\/strong> among those who reported a disappointment they could put a number on. <strong>72%<\/strong> had at least one such disappointment in the last year.\r\n    <\/p>\r\n\r\n    <p class=\"qwording\">We asked: <em>&lsquo;In the last 12 months, roughly how much have you spent on products or services that turned out to be worse than their reviews suggested?&rsquo;<\/em><\/p>\r\n\r\n    <div class=\"viz-chart\" aria-label=\"Spend on disappointing products: distribution by bracket\">\r\n      <div class=\"viz-bars\">\r\n        <div class=\"viz-bar viz-bar--other\"><div class=\"viz-bar__fill\" style=\"height:77% !important;\"><span class=\"viz-bar__pct\">28.0%<\/span><\/div><\/div>\r\n        <div class=\"viz-bar\"><div class=\"viz-bar__fill\" style=\"height:100% !important;\"><span class=\"viz-bar__pct\">36.3%<\/span><\/div><\/div>\r\n        <div class=\"viz-bar\"><div class=\"viz-bar__fill\" style=\"height:54% !important;\"><span class=\"viz-bar__pct\">19.5%<\/span><\/div><\/div>\r\n        <div class=\"viz-bar\"><div class=\"viz-bar__fill\" style=\"height:13% !important;\"><span class=\"viz-bar__pct\">4.9%<\/span><\/div><\/div>\r\n        <div class=\"viz-bar\"><div class=\"viz-bar__fill\" style=\"height:4% !important;\"><span class=\"viz-bar__pct\">1.5%<\/span><\/div><\/div>\r\n        <div class=\"viz-bar\"><div class=\"viz-bar__fill\" style=\"height:2% !important;\"><span class=\"viz-bar__pct\">0.6%<\/span><\/div><\/div>\r\n        <div class=\"viz-bar\"><div class=\"viz-bar__fill\" style=\"height:0.3% !important;\"><span class=\"viz-bar__pct\">0.1%<\/span><\/div><\/div>\r\n        <div class=\"viz-bar viz-bar--other\"><div class=\"viz-bar__fill\" style=\"height:26% !important;\"><span class=\"viz-bar__pct\">9.3%<\/span><\/div><\/div>\r\n      <\/div>\r\n      <div class=\"viz-labels\">\r\n        <span>\u00a30 - No such experience<\/span>\r\n        <span>Under \u00a350<\/span>\r\n        <span>\u00a350&ndash;200<\/span>\r\n        <span>\u00a3200&ndash;500<\/span>\r\n        <span>\u00a3500&ndash;1,000<\/span>\r\n        <span>\u00a31,000&ndash;5,000<\/span>\r\n        <span>Over \u00a35,000<\/span>\r\n        <span>Couldn&rsquo;t put a number on it<\/span>\r\n      <\/div>\r\n    <\/div>\r\n\r\n    <div class=\"viz-mobile\" aria-label=\"Spend distribution (mobile)\">\r\n      <div class=\"viz-mobile__bar viz-mobile__bar--other\"><div class=\"viz-mobile__row\"><div class=\"viz-mobile__fill\" style=\"width:77% !important;\"><\/div><span class=\"viz-mobile__lbl\">\u00a30 - No such experience<\/span><\/div><span class=\"viz-mobile__pct\">28.0%<\/span><\/div>\r\n      <div class=\"viz-mobile__bar\"><div class=\"viz-mobile__row\"><div class=\"viz-mobile__fill\" style=\"width:100% !important;\"><\/div><span class=\"viz-mobile__lbl\">Under \u00a350<\/span><\/div><span class=\"viz-mobile__pct\">36.3%<\/span><\/div>\r\n      <div class=\"viz-mobile__bar\"><div class=\"viz-mobile__row\"><div class=\"viz-mobile__fill\" style=\"width:54% !important;\"><\/div><span class=\"viz-mobile__lbl\">\u00a350&ndash;200<\/span><\/div><span class=\"viz-mobile__pct\">19.5%<\/span><\/div>\r\n      <div class=\"viz-mobile__bar\"><div class=\"viz-mobile__row\"><div class=\"viz-mobile__fill\" style=\"width:13% !important;\"><\/div><span class=\"viz-mobile__lbl\">\u00a3200&ndash;500<\/span><\/div><span class=\"viz-mobile__pct\">4.9%<\/span><\/div>\r\n      <div class=\"viz-mobile__bar\"><div class=\"viz-mobile__row\"><div class=\"viz-mobile__fill\" style=\"width:4% !important;\"><\/div><span class=\"viz-mobile__lbl\">\u00a3500&ndash;1,000<\/span><\/div><span class=\"viz-mobile__pct\">1.5%<\/span><\/div>\r\n      <div class=\"viz-mobile__bar\"><div class=\"viz-mobile__row\"><div class=\"viz-mobile__fill\" style=\"width:2% !important;\"><\/div><span class=\"viz-mobile__lbl\">\u00a31,000&ndash;5,000<\/span><\/div><span class=\"viz-mobile__pct\">0.6%<\/span><\/div>\r\n      <div class=\"viz-mobile__bar\"><div class=\"viz-mobile__row\"><div class=\"viz-mobile__fill\" style=\"width:0.3% !important;\"><\/div><span class=\"viz-mobile__lbl\">Over \u00a35,000<\/span><\/div><span class=\"viz-mobile__pct\">0.1%<\/span><\/div>\r\n      <div class=\"viz-mobile__bar viz-mobile__bar--other\"><div class=\"viz-mobile__row\"><div class=\"viz-mobile__fill\" style=\"width:26% !important;\"><\/div><span class=\"viz-mobile__lbl\">Couldn&rsquo;t put a number on it<\/span><\/div><span class=\"viz-mobile__pct\">9.3%<\/span><\/div>\r\n    <\/div>\r\n\r\n    <p>Asked how the experience had made them feel, <strong>87%<\/strong> of those who had a disappointment reported at least one negative emotion.<\/p>\r\n    <p>Frustration topped the list at <strong>69%<\/strong>. <strong>28%<\/strong> felt angry. And <strong>17%<\/strong> said they felt embarrassed at having been taken in by reviews they had trusted. Asked separately about the worst example, only <strong>36%<\/strong> of those who had been let down got a full refund. <strong>12%<\/strong> got a partial refund. <strong>14%<\/strong> got no refund despite trying. <strong>5%<\/strong> had bought a service that couldn&rsquo;t be refunded.<\/p>\r\n    <p>Britons who shop online most days reported nearly <strong>four times more<\/strong> in disappointing spend on average than those who shop less than monthly. Higher-income households reported more in absolute terms, partly a function of how much they spend in the first place. The <strong>25-34<\/strong> age bracket reported more on average than any other age band, including the youngest.<\/p>\r\n\r\n    <blockquote class=\"pullquote\">\r\n      <p>People who shop online most days reported nearly <span class=\"stat\">four times<\/span> more in disappointing spend than those who shop less than monthly.<\/p>\r\n    <\/blockquote>\r\n\r\n    <p>Almost as many people didn&rsquo;t try for a refund as got a full one: <strong>33%<\/strong> of those who had had a disappointment never tried to recover the money, against <strong>36%<\/strong> who got a full refund. We can&rsquo;t tell whether the non-pursuers decided the item was worth keeping, judged the effort not worth it, or simply gave up. What we can say is that the group is around <strong>13 million<\/strong> UK adults, with an average annual disappointing spend of about <strong>\u00a3100<\/strong>, and that of the <strong>\u00a35 billion<\/strong> topline, around <strong>\u00a32 billion<\/strong> was spent by people whose worst-case experience either drew no refund or no attempt at one.<\/p>\r\n    <p>The cost isn&rsquo;t only financial. Industry estimates put each online return at up to <strong>4.2 kg of CO<sub>2<\/sub><\/strong>,<sup class=\"cite\"><a href=\"#cite-15\">15<\/a><\/sup> and the cumulative carbon footprint of returns logistics is a growing slice of retail emissions.<sup class=\"cite\"><a href=\"#cite-16\">16<\/a><\/sup> The <strong>\u00a35 billion<\/strong> is the part of this disappointment that shows up in pounds. The unmeasured part is everything it takes to ship, restock or write off the items the figure represents.<\/p>\r\n\r\n<\/section>\r\n\r\n<section id=\"s7\">\r\n\r\n    <div class=\"section-head\">\r\n      <span class=\"section-head__kicker\">07<\/span>\r\n      <hr class=\"section-head__rule\">\r\n      <div class=\"section-head__title\">\r\n        <h2 style=\"color:#1f299c !important;font-size:clamp(2.4rem, 5.5vw, 4rem) !important;\">Can Britain Still Tell What&rsquo;s <span class=\"h2-accent\">Genuine<\/span> Online?<\/h2>\r\n      <\/div>\r\n    <\/div>\r\n\r\n    <p class=\"qwording\">We asked: <em>&lsquo;Do you agree that it&rsquo;s becoming nearly impossible to know what&rsquo;s genuine online?&rsquo;<\/em><\/p>\r\n\r\n    <div class=\"viz1-wrap\" aria-label=\"5-point Likert: becoming nearly impossible to know what's genuine online\">\r\n      <div class=\"viz1-desktop\">\r\n        <div class=\"viz1-brackets\" aria-hidden=\"true\">\r\n          <span class=\"viz1-bracket viz1-bracket--agree\">Agree<strong>67%<\/strong><\/span>\r\n          <span class=\"viz1-bracket viz1-bracket--neither\">Neither<strong>22%<\/strong><\/span>\r\n          <span class=\"viz1-bracket viz1-bracket--disagree\">Disagree<strong>11%<\/strong><\/span>\r\n        <\/div>\r\n        <div class=\"viz1-bar\">\r\n          <div class=\"viz1-seg viz1-seg--sa\" tabindex=\"0\">\r\n            <span class=\"viz1-seg__pct\">13.4%<\/span>\r\n            <span class=\"viz1-seg__lbl\">Strongly<\/span>\r\n            <span class=\"viz1-seg__tooltip\">Strongly agree: 13.4%<\/span>\r\n          <\/div>\r\n          <div class=\"viz1-seg viz1-seg--a\" tabindex=\"0\">\r\n            <span class=\"viz1-seg__pct\">53.3%<\/span>\r\n            <span class=\"viz1-seg__lbl\">Agree<\/span>\r\n            <span class=\"viz1-seg__tooltip\">Agree: 53.3%<\/span>\r\n          <\/div>\r\n          <div class=\"viz1-seg viz1-seg--neither\" tabindex=\"0\">\r\n            <span class=\"viz1-seg__pct\">22.4%<\/span>\r\n            <span class=\"viz1-seg__lbl\">Neither<\/span>\r\n            <span class=\"viz1-seg__tooltip\">Neither agree nor disagree: 22.4%<\/span>\r\n          <\/div>\r\n          <div class=\"viz1-seg viz1-seg--d\" tabindex=\"0\">\r\n            <span class=\"viz1-seg__pct\">10.5%<\/span>\r\n            <span class=\"viz1-seg__lbl\">Disagree<\/span>\r\n            <span class=\"viz1-seg__tooltip\">Disagree: 10.5%<\/span>\r\n          <\/div>\r\n          <div class=\"viz1-seg viz1-seg--sd\" tabindex=\"0\">\r\n            <span class=\"viz1-seg__pct\">0.5%<\/span>\r\n            <span class=\"viz1-seg__lbl\">Strongly<\/span>\r\n            <span class=\"viz1-seg__tooltip\">Strongly disagree: 0.5%<\/span>\r\n          <\/div>\r\n        <\/div>\r\n        <div class=\"viz1-legend\" aria-label=\"Likert response key\">\r\n          <span class=\"viz1-legend__item\"><i class=\"viz1-legend__sw viz1-legend__sw--sa\"><\/i>Strongly agree<\/span>\r\n          <span class=\"viz1-legend__item\"><i class=\"viz1-legend__sw viz1-legend__sw--a\"><\/i>Agree<\/span>\r\n          <span class=\"viz1-legend__item\"><i class=\"viz1-legend__sw viz1-legend__sw--neither\"><\/i>Neither agree nor disagree<\/span>\r\n          <span class=\"viz1-legend__item\"><i class=\"viz1-legend__sw viz1-legend__sw--d\"><\/i>Disagree<\/span>\r\n          <span class=\"viz1-legend__item\"><i class=\"viz1-legend__sw viz1-legend__sw--sd\"><\/i>Strongly disagree<\/span>\r\n        <\/div>\r\n        <p class=\"viz1-hint\">Hover any segment for the full label and percentage.<\/p>\r\n      <\/div>\r\n\r\n      <div class=\"viz1-mobile\">\r\n        <div class=\"viz1-mobile-list\">\r\n          <div class=\"viz1-mrow\"><span class=\"viz1-mrow__lbl\">Strongly agree<\/span><div class=\"viz1-mrow__bar\"><div class=\"viz1-mrow__track\"><div class=\"viz1-mrow__fill viz1-mrow__fill--sa\" style=\"width:25%\"><\/div><\/div><span class=\"viz1-mrow__pct\">13.4%<\/span><\/div><\/div>\r\n          <div class=\"viz1-mrow\"><span class=\"viz1-mrow__lbl\">Agree<\/span><div class=\"viz1-mrow__bar\"><div class=\"viz1-mrow__track\"><div class=\"viz1-mrow__fill viz1-mrow__fill--a\" style=\"width:100%\"><\/div><\/div><span class=\"viz1-mrow__pct\">53.3%<\/span><\/div><\/div>\r\n          <div class=\"viz1-mrow\"><span class=\"viz1-mrow__lbl\">Neither agree nor disagree<\/span><div class=\"viz1-mrow__bar\"><div class=\"viz1-mrow__track\"><div class=\"viz1-mrow__fill viz1-mrow__fill--neither\" style=\"width:42%\"><\/div><\/div><span class=\"viz1-mrow__pct\">22.4%<\/span><\/div><\/div>\r\n          <div class=\"viz1-mrow\"><span class=\"viz1-mrow__lbl\">Disagree<\/span><div class=\"viz1-mrow__bar\"><div class=\"viz1-mrow__track\"><div class=\"viz1-mrow__fill viz1-mrow__fill--d\" style=\"width:20%\"><\/div><\/div><span class=\"viz1-mrow__pct\">10.5%<\/span><\/div><\/div>\r\n          <div class=\"viz1-mrow\"><span class=\"viz1-mrow__lbl\">Strongly disagree<\/span><div class=\"viz1-mrow__bar\"><div class=\"viz1-mrow__track\"><div class=\"viz1-mrow__fill viz1-mrow__fill--sd\" style=\"width:1%; min-width: 3px;\"><\/div><\/div><span class=\"viz1-mrow__pct\">0.5%<\/span><\/div><\/div>\r\n        <\/div>\r\n      <\/div>\r\n    <\/div>\r\n\r\n    <div class=\"viz1-ratio-wrap\">\r\n      <span class=\"viz1-ratio\"><strong>25 : 1<\/strong>strongly-agree to strongly-disagree<\/span>\r\n    <\/div>\r\n\r\n    <p>Asked whether it&rsquo;s becoming nearly impossible to know what&rsquo;s genuine online, <strong>67%<\/strong> of UK adults agree, around <strong>37 million<\/strong> people. Just <strong>11%<\/strong> disagree.<\/p>\r\n    <p>The strongly-agree share outweighs the strongly-disagree share by more than <strong>25 to one<\/strong>. Whatever Brits feel about any single review platform or marketplace, the broader sense of being unable to read the internet is now the country&rsquo;s settled position.<\/p>\r\n    <p>Women are about <strong>10 percentage points<\/strong> more likely than men to agree (<strong>71.5%<\/strong> vs. <strong>61.4%<\/strong>), the largest demographic gap on this question.<\/p>\r\n\r\n    <blockquote class=\"pullquote\">\r\n      <p><span class=\"stat\">Two-thirds<\/span> of UK adults say it&rsquo;s becoming nearly impossible to know what&rsquo;s genuine online.<\/p>\r\n    <\/blockquote>\r\n\r\n    <p class=\"qwording\">We asked: <em>&lsquo;What&rsquo;s the single biggest reason it&rsquo;s becoming nearly impossible to tell what&rsquo;s genuine online?&rsquo;<\/em><\/p>\r\n    <p class=\"qwording-meta\">Asked of those who agreed. Single-select.<\/p>\r\n\r\n    <div class=\"viz2-wrap\" style=\"background:#ffffff;border:1px solid #E4E7EE;padding:28px 18px 22px;margin:0 0 18px;\">\r\n<div style=\"margin:0 0 14px;\">\r\n  <div style=\"font-size:14px;font-weight:700;font-family:Montserrat,sans-serif;color:#333333;line-height:1.3;margin:0 0 5px;\">Technology: AI and bots flooding the internet with fake content<\/div>\r\n  <table style=\"width:100%;border-collapse:collapse;table-layout:fixed;\" cellspacing=\"0\" cellpadding=\"0\">\r\n    <tr>\r\n      <td style=\"width:calc(100% - 66px);padding:0;vertical-align:middle;\">\r\n        <div style=\"position:relative;height:32px;background:#EFF1F5;overflow:hidden;display:block;\">\r\n          <div style=\"position:absolute;top:0;left:0;height:100%;width:100%;background:#f15928;display:block;\"><\/div>\r\n        <\/div>\r\n      <\/td>\r\n      <td style=\"width:66px;padding:0 0 0 10px;text-align:right;vertical-align:middle;font-size:14px;font-weight:700;font-family:Montserrat,sans-serif;color:#f15928;white-space:nowrap;\">48.1%<\/td>\r\n    <\/tr>\r\n  <\/table>\r\n<\/div>\r\n<div style=\"margin:0 0 14px;\">\r\n  <div style=\"font-size:14px;font-weight:500;font-family:Montserrat,sans-serif;color:#333333;line-height:1.3;margin:0 0 5px;\">People: too many individuals and businesses willing to deceive<\/div>\r\n  <table style=\"width:100%;border-collapse:collapse;table-layout:fixed;\" cellspacing=\"0\" cellpadding=\"0\">\r\n    <tr>\r\n      <td style=\"width:calc(100% - 66px);padding:0;vertical-align:middle;\">\r\n        <div style=\"position:relative;height:32px;background:#EFF1F5;overflow:hidden;display:block;\">\r\n          <div style=\"position:absolute;top:0;left:0;height:100%;width:47%;background:#16205b;display:block;\"><\/div>\r\n        <\/div>\r\n      <\/td>\r\n      <td style=\"width:66px;padding:0 0 0 10px;text-align:right;vertical-align:middle;font-size:14px;font-weight:700;font-family:Montserrat,sans-serif;color:#16205b;white-space:nowrap;\">22.7%<\/td>\r\n    <\/tr>\r\n  <\/table>\r\n<\/div>\r\n<div style=\"margin:0 0 14px;\">\r\n  <div style=\"font-size:14px;font-weight:500;font-family:Montserrat,sans-serif;color:#333333;line-height:1.3;margin:0 0 5px;\">Volume: there\u2019s too much information to verify any of it<\/div>\r\n  <table style=\"width:100%;border-collapse:collapse;table-layout:fixed;\" cellspacing=\"0\" cellpadding=\"0\">\r\n    <tr>\r\n      <td style=\"width:calc(100% - 66px);padding:0;vertical-align:middle;\">\r\n        <div style=\"position:relative;height:32px;background:#EFF1F5;overflow:hidden;display:block;\">\r\n          <div style=\"position:absolute;top:0;left:0;height:100%;width:32%;background:#16205b;display:block;\"><\/div>\r\n        <\/div>\r\n      <\/td>\r\n      <td style=\"width:66px;padding:0 0 0 10px;text-align:right;vertical-align:middle;font-size:14px;font-weight:700;font-family:Montserrat,sans-serif;color:#16205b;white-space:nowrap;\">15.3%<\/td>\r\n    <\/tr>\r\n  <\/table>\r\n<\/div>\r\n<div style=\"margin:0 0 14px;\">\r\n  <div style=\"font-size:14px;font-weight:500;font-family:Montserrat,sans-serif;color:#333333;line-height:1.3;margin:0 0 5px;\">Platforms: tech companies aren\u2019t doing enough to police content<\/div>\r\n  <table style=\"width:100%;border-collapse:collapse;table-layout:fixed;\" cellspacing=\"0\" cellpadding=\"0\">\r\n    <tr>\r\n      <td style=\"width:calc(100% - 66px);padding:0;vertical-align:middle;\">\r\n        <div style=\"position:relative;height:32px;background:#EFF1F5;overflow:hidden;display:block;\">\r\n          <div style=\"position:absolute;top:0;left:0;height:100%;width:28%;background:#16205b;display:block;\"><\/div>\r\n        <\/div>\r\n      <\/td>\r\n      <td style=\"width:66px;padding:0 0 0 10px;text-align:right;vertical-align:middle;font-size:14px;font-weight:700;font-family:Montserrat,sans-serif;color:#16205b;white-space:nowrap;\">13.4%<\/td>\r\n    <\/tr>\r\n  <\/table>\r\n<\/div>\r\n<\/div>\r\n    <p class=\"viz2-callout\"><strong>48.1%<\/strong> picked AI and bots, more than the next two causes combined (People <strong>22.7%<\/strong> + Volume <strong>15.3%<\/strong> = 38%).<\/p>\r\n\r\n    <p>Asked to pick the single biggest reason, half of those who agree point at AI and bots flooding the internet with fake content. <strong>48%<\/strong> picked technology over the three available alternatives: deceptive people (<strong>23%<\/strong>), the sheer volume of information to verify (<strong>15%<\/strong>), and platforms not policing content well enough (<strong>13%<\/strong>). Roughly <strong>18 million<\/strong> UK adults now hold AI most responsible for the authenticity crisis, more than the next two causes combined. Although all four causes are arguably knotted together: unscrupulous people and businesses flooding under-equipped platforms with AI-generated fake content.<\/p>\r\n    <p>As mentioned earlier, there is a piece of UK consumer law specifically aimed at this kind of deception. Since April 2025, the <strong>Digital Markets, Competition and Consumers Act<\/strong> has allowed regulators to fine businesses up to <strong>10%<\/strong> of global turnover for commissioning fake reviews.<sup class=\"cite\"><a href=\"#cite-12\">12<\/a>,<a href=\"#cite-17\">17<\/a>,<a href=\"#cite-18\">18<\/a><\/sup> Just <strong>5.5%<\/strong> of UK adults knew that. When we told the <strong>94.5%<\/strong> who didn&rsquo;t, <strong>46%<\/strong> said it would make them trust online reviews more, and <strong>54%<\/strong> said it would not.<\/p>\r\n    <p>Even a major new consumer-protection law leaves the majority of Britons&rsquo; view of online reviews unchanged. Among those most rattled by what AI and fake content are doing online, the share who would gain trust drops to <strong>35%<\/strong>. For the most overwhelmed, the trust crisis is felt, for some, as perhaps too big for a single law to fix.<\/p>\r\n\r\n    <blockquote class=\"pullquote\">\r\n      <p>Even a major new consumer-protection law on fake reviews leaves most Britons&rsquo; trust in online reviews unchanged.<\/p>\r\n    <\/blockquote>\r\n\r\n    <p>About <strong>half<\/strong> of UK adults find it nearly impossible to know what&rsquo;s genuine online <em>and<\/em> have either never checked a trust mark or wouldn&rsquo;t know how.<\/p>\r\n    <p>The people most overwhelmed by the crisis are also the people least connected to the verification system that might have helped them through it.<\/p>\r\n\r\n<\/section>\r\n\r\n<section id=\"s8\">\r\n\r\n    <div class=\"section-head\">\r\n      <span class=\"section-head__kicker\">08<\/span>\r\n      <hr class=\"section-head__rule\">\r\n      <div class=\"section-head__title\">\r\n        <h2 style=\"color:#1f299c !important;font-size:clamp(2.4rem, 5.5vw, 4rem) !important;\">When Someone <span class=\"h2-accent\">Actually Checks<\/span><\/h2>\r\n      <\/div>\r\n    <\/div>\r\n\r\n    <p class=\"lead\">\r\n      This research finds a country leaning on trust signals it does not fully understand, in a marketplace where many of those signals look alike and not all of them have been independently verified.\r\n    <\/p>\r\n    <p>Most could not say which platforms check what. A meaningful share afforded a feeling of familiarity to marks that don&rsquo;t exist.<\/p>\r\n    <p>AI is now the tool half of UK adults reach for when they shop <em>and<\/em> the cause they most often blame for the trust problem getting worse. Two-thirds find it nearly impossible to know what&rsquo;s genuine online at all.<\/p>\r\n    <p>The trust signals we tested belong to several categories.<\/p>\r\n\r\n    <div class=\"signal-cats\">\r\n      <ul class=\"signal-cats__list\" role=\"list\">\r\n        <li class=\"signal-cats__item\">\r\n          <span class=\"signal-cats__num\">1<\/span>\r\n          <span><span class=\"signal-cats__type\">Independent third-party certification<\/span> &mdash; accredited by a recognised accreditation body.<\/span>\r\n        <\/li>\r\n        <li class=\"signal-cats__item\">\r\n          <span class=\"signal-cats__num\">2<\/span>\r\n          <span><span class=\"signal-cats__type\">Platform-run systems<\/span> &mdash; verify the customer made a purchase, but not what the experience was like.<\/span>\r\n        <\/li>\r\n        <li class=\"signal-cats__item\">\r\n          <span class=\"signal-cats__num\">3<\/span>\r\n          <span><span class=\"signal-cats__type\">Fully open review platforms<\/span> &mdash; anyone can post.<\/span>\r\n        <\/li>\r\n        <li class=\"signal-cats__item\">\r\n          <span class=\"signal-cats__num\">4<\/span>\r\n          <span><span class=\"signal-cats__type\">Entirely made-up<\/span> &mdash; as we showed at the start, some marks don&rsquo;t exist at all.<\/span>\r\n        <\/li>\r\n      <\/ul>\r\n    <\/div>\r\n\r\n    <p>Our findings suggest that British consumers do not reliably tell these categories apart, leaving them open to confusion and, too often, deception.<\/p>\r\n    <p>In a marketplace where every kind of signal can look alike, the signals that carry the most weight, and that hold up best against bots, AI and bad actors, are those rooted in direct experience or impartial assessment: the word of a trusted friend without an axe to grind, or the work of an independent body whose job is to verify that products and services truly live up to what their providers promise.<\/p>\r\n\r\n<\/section>\r\n<\/main>\r\n\r\n<section id=\"methodology\" class=\"methodology\" aria-labelledby=\"methodology-h\">\r\n  <div class=\"methodology__inner\">\r\n    <p class=\"methodology__kicker\" id=\"methodology-h\">About this research<\/p>\r\n\r\n    <p>Fieldwork was conducted online between 28 and 30 April 2026 with <strong>1,560 UK adults<\/strong> recruited through a vetted research panel. Demographic quotas were applied at recruitment, and responses were subsequently weighted to the UK adult (18+) population using <strong>iterative proportional fitting (raking)<\/strong> on age &times; sex (ONS Mid 2024 Population Estimates) and ethnicity (2021 Census). Every published figure is the weighted figure; subgroups based on fewer than 30 weighted respondents are suppressed.<\/p>\r\n\r\n    <p>To minimise order and position effects, the order of response options, scenarios and visual stimuli was randomised at the respondent level wherever the design allowed; left and right allocations in pairwise tasks were randomised in the same way, and post fieldwork checks confirmed no material side or order bias. Statistical comparisons between subgroups use <strong>design corrected tests<\/strong> on weighted estimates, with differences flagged at <em>p<\/em>&lt;0.05.<\/p>\r\n\r\n    <p>The &pound;5 billion headline projects the weighted mean self reported financial loss per UK adult from disappointing products and services in the past 12 months onto the ONS Mid 2024 UK 18+ population of 55.0 million, using bracket midpoints to convert reported ranges to pounds; a median&#8209;respondent figure and a population&#8209;incidence figure are published alongside as sense checks.<\/p>\r\n\r\n    <div class=\"refs\" aria-labelledby=\"refs-h\">\r\n      <p class=\"refs__kicker\" id=\"refs-h\">Sources<\/p>\r\n\r\n      <ol class=\"refs__list\">\r\n        <li id=\"cite-1\">Jacoby LL, Kelley CM, Brown J, Jasechko J. <em>Becoming famous overnight: limits on the ability to avoid unconscious influences of the past<\/em>. Journal of Personality and Social Psychology. 1989;56(3):326&ndash;338. <a href=\"https:\/\/www.larryjacoby.ca\/images\/jacoby%2C%20kelley%2C%20brown%2C%20%26%20jasechko%20%281989%29.pdf\" target=\"_blank\" rel=\"noopener nofollow\">larryjacoby.ca<\/a><\/li>\r\n        <li id=\"cite-2\">Whittlesea BWA, Jacoby LL, Girard K. <em>Illusions of immediate memory: evidence of an attributional basis for feelings of familiarity and perceptual quality<\/em>. Journal of Memory and Language. 1990;29(6):716&ndash;732. <a href=\"https:\/\/www.larryjacoby.ca\/images\/whittlesea%2C%20jacoby%2C%20%26%20girard%20%281990%29.pdf\" target=\"_blank\" rel=\"noopener nofollow\">larryjacoby.ca<\/a><\/li>\r\n        <li id=\"cite-3\">Holden SJS, Vanhuele M. <em>Know the name, forget the exposure: brand familiarity versus memory of exposure context<\/em>. Psychology &amp; Marketing. 1999;16(6):479&ndash;496. <a href=\"https:\/\/onlinelibrary.wiley.com\/doi\/abs\/10.1002\/%28SICI%291520-6793%28199909%2916%3A6%3C479%3A%3AAID-MAR3%3E3.0.CO%3B2-Y\" target=\"_blank\" rel=\"noopener nofollow\">Wiley Online Library<\/a><\/li>\r\n        <li id=\"cite-4\">DelVecchio D, Jones WJ, Baugh L. <em>From easy to known: building consumer self-brand connections through easy-to-process brand names and logos<\/em>. Psychology &amp; Marketing. 2024;41:754&ndash;773. <a href=\"https:\/\/onlinelibrary.wiley.com\/doi\/full\/10.1002\/mar.21951\" target=\"_blank\" rel=\"noopener nofollow\">Wiley Online Library<\/a><\/li>\r\n        <li id=\"cite-5\">Adamecz A, Ilieva R, Shure N. <em>Revisiting the Dunning&ndash;Kruger effect: composite measures and heterogeneity by gender<\/em>. Journal of Behavioral and Experimental Economics. 2025;116:102362. <a href=\"https:\/\/www.sciencedirect.com\/science\/article\/pii\/S2214804325000291\" target=\"_blank\" rel=\"noopener nofollow\">ScienceDirect<\/a><\/li>\r\n      <\/ol>\r\n\r\n      <details class=\"refs__more\">\r\n        <summary>Show all sources<\/summary>\r\n        <ol class=\"refs__list\" start=\"6\">\r\n          <li id=\"cite-6\">Exley CL, Kessler JB. <em>The gender gap in self-promotion<\/em>. Quarterly Journal of Economics. 2022;137(3):1345&ndash;1381. <a href=\"https:\/\/academic.oup.com\/qje\/article\/137\/3\/1345\/6513425\" target=\"_blank\" rel=\"noopener nofollow\">Oxford Academic<\/a><\/li>\r\n          <li id=\"cite-7\">Bandiera O, Larcinese V, Rasul I. <em>Blissful ignorance? A natural experiment on the effect of feedback on students&rsquo; performance<\/em>. Economica. 2022;89:S38&ndash;S70. <a href=\"https:\/\/ideas.repec.org\/a\/bla\/econom\/v89y2022is1ps38-s70.html\" target=\"_blank\" rel=\"noopener nofollow\">RePEc<\/a><\/li>\r\n          <li id=\"cite-8\">Nielsen. <em>Global Trust in Advertising: winning strategies for an evolving media landscape<\/em>. Nielsen. 2015. <a href=\"https:\/\/www.nielsen.com\/insights\/2015\/global-trust-in-advertising-2015\/\" target=\"_blank\" rel=\"noopener nofollow\">nielsen.com<\/a><\/li>\r\n          <li id=\"cite-9\">Nielsen. <em>Beyond martech: building trust with consumers and engaging where sentiment is highest<\/em>. Nielsen. 2021. <a href=\"https:\/\/www.nielsen.com\/insights\/2021\/beyond-martech-building-trust-with-consumers-and-engaging-where-sentiment-is-high\/\" target=\"_blank\" rel=\"noopener nofollow\">nielsen.com<\/a><\/li>\r\n          <li id=\"cite-10\">TrustMark. <em>Protect yourself from logo misuse<\/em>. TrustMark. <a href=\"https:\/\/www.trustmark.org.uk\/homeowner\/support\/logo-misuse\" target=\"_blank\" rel=\"noopener nofollow\">trustmark.org.uk<\/a><\/li>\r\n          <li id=\"cite-11\">UK Parliament. <em>Digital Markets, Competition and Consumers Act 2024, Schedule 20, paragraph 3: displaying a trust mark without authorisation<\/em>. legislation.gov.uk. 2024. <a href=\"https:\/\/www.legislation.gov.uk\/ukpga\/2024\/13\/schedule\/20\" target=\"_blank\" rel=\"noopener nofollow\">legislation.gov.uk<\/a><\/li>\r\n          <li id=\"cite-12\">Competition and Markets Authority. <em>Unfair commercial practices: guidance on the unfair commercial practices provisions in the Digital Markets, Competition and Consumers Act 2024<\/em>. GOV.UK. 2025. <a href=\"https:\/\/www.gov.uk\/government\/publications\/unfair-commercial-practices-cma207\/unfair-commercial-practices\" target=\"_blank\" rel=\"noopener nofollow\">gov.uk<\/a><\/li>\r\n          <li id=\"cite-13\">OpenAI. <em>Introducing ChatGPT<\/em>. OpenAI. 30 November 2022. <a href=\"https:\/\/openai.com\/index\/chatgpt\/\" target=\"_blank\" rel=\"noopener nofollow\">openai.com<\/a><\/li>\r\n          <li id=\"cite-14\">Reuters. <em>ChatGPT sets record for fastest-growing user base<\/em>. Reuters. 2023. <a href=\"https:\/\/www.reuters.com\/technology\/chatgpt-sets-record-fastest-growing-user-base-analyst-note-2023-02-01\/\" target=\"_blank\" rel=\"noopener nofollow\">reuters.com<\/a><\/li>\r\n          <li id=\"cite-15\">Parcelhero \/ NewsByWire. <em>No longer cool? Parcelhero asks whether it is time to scrap the UK&rsquo;s cooling-off period for returns<\/em>. NewsByWire. 2026. <a href=\"https:\/\/newsbywire.com\/no-longer-cool-parcelhero-asks-is-it-time-to-scrap-the-uks-cooling-off-period-for-returns\/\" target=\"_blank\" rel=\"noopener nofollow\">newsbywire.com<\/a><\/li>\r\n          <li id=\"cite-16\">Institute of Positive Fashion, British Fashion Council, Roland Berger and DHL. <em>Solving fashion&rsquo;s product returns<\/em>. British Fashion Council. 2023. <a href=\"https:\/\/instituteofpositivefashion.com\/uploads\/files\/1\/Report---Solving-fashion%27s-product-returns-March-2023.pdf\" target=\"_blank\" rel=\"noopener nofollow\">PDF<\/a><\/li>\r\n          <li id=\"cite-17\">UK Parliament. <em>Digital Markets, Competition and Consumers Act 2024, Schedule 20, paragraph 13: fake consumer reviews<\/em>. legislation.gov.uk. 2024. <a href=\"https:\/\/www.legislation.gov.uk\/ukpga\/2024\/13\/schedule\/20\" target=\"_blank\" rel=\"noopener nofollow\">legislation.gov.uk<\/a><\/li>\r\n          <li id=\"cite-18\">Competition and Markets Authority. <em>Direct consumer enforcement guidance: penalties under the Digital Markets, Competition and Consumers Act 2024<\/em>. GOV.UK. 2025. <a href=\"https:\/\/www.gov.uk\/government\/publications\/how-the-cma-uses-its-direct-consumer-enforcement-powers\/how-the-cma-uses-its-direct-consumer-enforcement-powers\" target=\"_blank\" rel=\"noopener nofollow\">gov.uk<\/a><\/li>\r\n        <\/ol>\r\n      <\/details>\r\n    <\/div>\r\n  <\/div>\r\n\r\n  <script>\r\n  (function () {\r\n    document.addEventListener('click', function (e) {\r\n      var a = e.target.closest && e.target.closest('a[href^=\"#cite-\"]');\r\n      if (!a) return;\r\n      var id = a.getAttribute('href').slice(1);\r\n      var li = document.getElementById(id);\r\n      if (!li) return;\r\n      var details = li.closest('details');\r\n      if (details && !details.open) details.open = true;\r\n    }, true);\r\n  })();\r\n  <\/script>\r\n<\/section>\r\n\r\n<script>\r\n(function(){\r\n  if (window.__toTopInit) return;\r\n  window.__toTopInit = true;\r\n  var btn = document.querySelector('.to-top');\r\n  if (!btn) return;\r\n  var THRESHOLD = 600;\r\n  var pending = false;\r\n  function update(){\r\n    pending = false;\r\n    if (window.scrollY > THRESHOLD) {\r\n      btn.classList.add('is-visible');\r\n    } else {\r\n      btn.classList.remove('is-visible');\r\n    }\r\n  }\r\n  window.addEventListener('scroll', function(){\r\n    if (pending) return;\r\n    pending = true;\r\n    requestAnimationFrame(update);\r\n  }, { passive: true });\r\n  btn.addEventListener('click', function(){\r\n    window.scrollTo({ top: 0, behavior: 'smooth' });\r\n  });\r\n  update();\r\n})();\r\n<\/script>\r\n\r\n<script>\r\n  (function(){\r\n    var fakes = document.getElementById('fakes');\r\n    var btn   = document.getElementById('reveal-btn');\r\n    if (btn && fakes) {\r\n      btn.addEventListener('click', function(){\r\n        fakes.classList.remove('is-blurred');\r\n        btn.classList.add('is-done');\r\n        btn.textContent = 'Impostors revealed';\r\n      });\r\n    }\r\n\r\n    var table = document.getElementById('famtab');\r\n    if (table) {\r\n      var tbody = table.querySelector('tbody');\r\n      var headers = table.querySelectorAll('thead th[data-sort]');\r\n      var currentKey = 'relied';\r\n      var currentDir = 'desc';\r\n      headers.forEach(function(th){\r\n        th.addEventListener('click', function(){\r\n          var key = th.getAttribute('data-sort');\r\n          var dir;\r\n          if (currentKey === key) {\r\n            dir = currentDir === 'desc' ? 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