Builders and plumbers more likely to tell the truth than politicians


Builders and Plumbers More Likely to Tell the Truth Than Politicians


LONDON, October 15, 2008 /PRNewswire-FirstCall via COMTEX News Network/ Politicians are mistrusted

by 97% of Brits and the only professions people trust less are car sales

representatives and estate agents. We are twice as likely to trust a builder

or plumber to give us an honest opinion over our local MP, according to the

findings of a major impartiality study released today, by impartial price

comparison service,

Ashley Cole is revealed as one of the least trusted celebrities, with 99%

of Brits expressing their lack of confidence in the disgraced Chelsea

footballer. On the other hand, Cheryl Cole's judging counterpart, brutally

frank Simon Cowell is believed to tell the truth by a quarter of Brits.

Troubled singer, Amy Winehouse, was not far behind Cole in the

reliability stakes, with only 3% convinced that she tells the truth. Brits

are actually more likely to trust high-profile entrepreneurs such as Virgin

boss Richard Branson and The Apprentice front-man Sir Alan Sugar than Prime

Minister Gordon Brown and Conservative party leader David Cameron.

Who do we trust?'s study showed that Doctors are the most trusted

professions and it is not just kids who respect their teachers, over half of

UK adults named teaching as the most trustworthy profession.

But, it's not just people's professions that shape our perception of

trust. Northerners are considered to be the most trustworthy, according to

one in five Brits, followed by Southerners and the Scottish, each accounting

for 8% of those surveyed. The Irish narrowly beat the Welsh by 2% to be named

as the region that instils the most confidence.

Whilst the majority of people surveyed believe that trust crosses age

groups, there is some favouritism towards the over 64s, whilst 18-24 year

olds represent the age group we have the least faith in. Similarly, six out

of ten people surveyed believe that there is no difference in gender when it

comes to trust. However, 20% believe that women are more trustworthy compared

to only 7% for men. Interestingly, women are less trusting of men than vice


You can depend on...

Famed for calling a spade a spade, you can always rely on a northerner to

tell it how it is, especially a good mannered, well turned out, retired lady.

Ideally, she'll be an ex teacher or, even better, a former doctor or dentist!

And, if that doesn't convince you, her warm smile will!

Watch out for...

A cheeky Irish fella, aged 18-24, working as a car salesman or estate

agent. And, don't be fooled by those twinkling Irish eyes and good looks! He

could try wearing a wedding ring or cleaning his shoes to improve his image.

Mind your Ps and Qs

The survey revealed that manners really do make the man... and woman for

that matter! Good manners top the list of attributes most likely to be

associated with trustworthiness, with 56% of Brits naming this as a quality

that would give them confidence. So, after remembering those important little

words, "please" and "thank you", being well dressed, cited by over one in

four of respondents, and having a nice smile, cited by 23%, are also good

indications of trust.

However, the belief that traits such as being attractive or having large

eyes are beneficial is negligible. Only a very small percentage of those

surveyed believe that these qualities are a true indication of

trustworthiness. In fact, 7% of people surveyed are more likely to trust

someone wearing a wedding ring, 11% believe that clean shoes make a

difference and a fifth respond best to people with a nice voice.

Commenting on the findings of the impartiality study, Mattias Berg,

Managing Director of, said: "It's clear that we all have a

different perception of trust and what to look out for in order to identify

the truth. We should therefore be careful about where we gather information

and how our opinions are formed. This is particularly true in the online


He continued: "Addressing this, we created our pledge for the impartial

price comparison truth* to offer our users certainty about the pricing

information they get from us. Unlike other price comparison sites, we always

ensure that we list the cheapest price first and include pricing information

from all retailers, regardless of any advertising arrangements."

Notes for editors


At, we believe that all price comparison sites should

offer impartial pricing information.

We feel so strongly about it, that we're pledging a series of guarantees

about our company, signed by our UK Managing Director.

We will always list the cheapest price first, regardless of any

commercial relationships with retailers

Other price comparison sites get paid to show the consumer certain prices

first, but with, the first price is always the lowest price

We will be impartial and honest, showing the best products and prices

without prejudice

At we actively search for and list non-paying retailers to

give you a comprehensive and impartial view of all the prices available for a


If you find the product you wish to buy cheaper anywhere else, email us

at and we'll review the retailer and its

offering, and if they meet our criteria we will make our best efforts to list

it within two working days.

We will genuinely check millions of prices and update them constantly to

provide the lowest price available's technology scans thousands of websites across the internet

daily to find a price match to products held within our database. To

complement this process we also have a team of over 70 full-time

'PriceRunner.coms' that manually add any prices and/or products that fall out of

our automated matching process.

We also have a team of people in the UK, France, Sweden, Germany and the

US that manually add retailers to our database that our spider does not pick

up automatically, based on their local market knowledge

We expect the very best from our third party category partners (*)

There are some categories on our site where we partner with trusted

companies to provide us with price comparison information. We do this for

utilities and insurance, for example. Today, we strive to work with the most

consumer friendly partners in the UK market.

Beyond that, our intention is to have all our partners commit to provide

their listing information on in accordance with our unique

pledge within 12 months time.

We will never rest in our quest to bring you The Price Comparison Truth

At, we are determined to save consumers money by giving the

whole truth. That means not only providing the lowest prices we can find, but

consumer reviews, detailed buying guides, the Forum (where our

users can discuss the latest deals and retailers) and Mobile -

all the power of on the go.

That is why only can really bring you The Price Comparison


.........And will also seek the lowest prices online with

information from high street stores employs a team of 'PriceRunner.coms' in the UK to check prices in

selected high street stores as a reference to our pricing information. We

focus on large and well-known retailers, and the data is collected and

presented on on a weekly basis.

Mattias Berg
Mattias Berg
UK Managing Director
October 2008
Trusted professions

Profession Percentage of
Brits that trust
1 Doctor/Dentist 69%
2 Teacher 53%
3 Police Officer 52%
4 Lawyer 22%
5 Builder/Plumber 4%
6 Politician 3%
7 Car Sales Representative 2%
8 Estate Agent 2%

Please note that these figures do not total 100 as those surveyed were

asked to tick all that apply

    Attributes associated with trust
Percentage of
Brits that
associated these
attributes with
Attributes trust
1 Good manners 56%
2 Well dressed 27%
3 Nice smile 23%
4 Nice voice 18%
5 Clean shoes 11%
6 Wedding ring 7%
7 Attractive 4%
8 Large eyes 4%

Please note that these figures do not total 100 as those surveyed were

asked to tick three attributes that apply

About the impartiality survey:

All figures, unless otherwise stated, are from YouGov Plc. Total sample

size was 2,073 adults. Fieldwork was undertaken in 2008. The survey was

carried out online. The figures have been weighted and are representative of

all GB adults (aged 18+).

About, a division of ValueClick, Inc. (Nasdaq: VCLK), is

the UK's most comprehensive and independent price comparison company. Online

prices are updated on a daily basis by a specialist team that develops and

manages cutting edge technology which hunts down the cheapest online prices

available. is unique in that, unlike other price comparison

sites, a dedicated team of PriceRunner.coms also checks prices in high street

stores. always lists the cheapest price first and is completely

independent in that it lists all retailers, regardless whether they pay or

not, to provide consumers with a complete overview of the market.

About ValueClick:

ValueClick, Inc. (Nasdaq:VCLK) is a leading global provider of digital

marketing solutions, enabling advertisers, agencies and publishers to reach

consumers through all major online marketing channels. Through its four main

businesses; vcmedia, Commission Junction, Mediaplex and,

ValueClick provides a comprehensive portfolio of digital marketing solutions.

For more information, please visit

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uncertainties, including, but not limited to, ValueClick's ability to

successfully integrate its recently completed Fastclick and Webclients

mergers, trends in online advertising spending and estimates of future online

performance-based advertising. Actual results may differ materially from the

results predicted, and reported results should not be considered an

indication of future performance. Important factors that could cause actual

results to differ materially from those expressed or implied in the

forward-looking statements are detailed under "Risk Factors" and elsewhere in

filings with the Securities and Exchange Commission made from time to time by

ValueClick, including: its Annual Report on Form 10-K filed on March 31, 2006

and amendment to its Annual Report on Form 10-K/A filed on April 21, 2006;

its current report on Form 8-K filed on February 27, 2006; recent quarterly

reports on Form 10-Q and Form 10-Q/A, other current reports on Form 8-K; its

amended registration statement on Form S-4, filed on September 27, 2005; and

its final prospectus on Form 424B3 filed on September 28, 2005. Other factors

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    For further information please contact:
Dan Gamble
T: +44(0)208-846-0761
Vicky Hayden
T: +44(0)208-846-0859