Facebook, Activision Blizzard & EA among the world’s least trusted brands

A global ranking of the most and least trusted consumer brands on the planet makes painful reading for an increasingly forlorn Facebook, which props up the lowest tier of the table.

Compiled by finance website Money.co.uk by comparing the Trustpilot reviews of 100 consumer brands, the report saw Facebook, with a Trustpilot score of 1.2 out of 5, beaten only by videogame brands Activision Blizzard (1.1) and Electronic Arts (1.1) – both of whom bore the ire of gamers over the monetization of play and a perceived decline in quality.

The dismal ranking also shows the job Facebook has on its hands after the recent rebrand to Meta.

Broadband provider Virgin Media equaled Facebook’s dismal rank as irate customers register negative reviews over their service, with delivery service Hermes and telecom pair Comcast and Dish also bearing the brunt of a consumer backlash over missed deliveries and patchy service.

In a blog post, Salman Haqqi, personal finance editor at Money.co.uk, wrote: “Five brands were tied as the third-lowest rated on Trustpilot, and they include some big names. Facebook is one of the biggest companies in the world but clearly has some work to do to regain the trust of users, after controversies over user privacy, interference in politics, fake news and more. Interestingly, three of the other five brands that scored just 1.2 were in telecoms: Virgin Media, Comcast and Dish.”

At the other end of the scale, French fashion house Dior tipped the scales as one of the most trusted consumer brands with an average score of 4.4 from 14,695 reviews – with 77% of customers imparting an ‘excellent’ review.

It was joined at the head of the pack by Superdrug (also on 4.4), named the most trusted retail brand based on 20,925 reviews, 75% of which were ‘excellent.’

Drilling down further behind the results, the study found that Google was the most trusted tech brand, eclipsing Facebook with a Trustpilot score of 3.5.