More adults in the UK are putting their trust in local media, according to a new study.
It shows that 80 per cent of UK adults now say they trust the news and information they see in their local media, up from 73 per cent in 2024.
The sharp rise in trust in local journalism comes as the tech platforms integrate AI technology into their products at breakneck speed – increasing the prominence of factually incorrect and misleading information online, in place of trusted sources such as news brands.
The new findings from a nationally representative OnePoll survey come as the News Media Association launches the new Local Media Works online hub to showcase the power and impact of trusted local journalism.
Danny Cammiade, chief executive of Tindle Newspapers and chair of the NMA, said: “This strong rise in trust underlines the vital role local journalism plays in people’s lives. Whether it is holding power to account, keeping communities informed, or providing a platform for local voices, our industry continues to deliver public value every day.
“Ministers must not place this at risk with ill-judged plans to remove alcohol licensing notices from local papers and their websites, which would shroud local communities across Britain in secrecy and damage local journalism.
“The government’s Local Media Strategy has provided a welcome focus on the value of local journalism to society, and it is vital that this important work results in tangible outputs which contribute meaningfully to the sector, including a firm commitment to keep public notices in local news media.”
The findings are further supported by polling of MPs, conducted by YouGov, which underscores the cross-party recognition of the value of local journalism. Two-thirds of MPs (67 per cent) believe their local paper plays an important role in supporting democracy, while 64 per cent say it is vital for their local community.
A similar proportion (63 per cent) consider it an essential channel for communicating with their constituents.
The research also found strong backing for independent journalism more broadly, with 79 per cent of MPs from both major parties agreeing that it makes a positive contribution to society. This widespread support across the political spectrum reinforces the importance of sustaining a vibrant, independent local media sector at a time when trusted information is more essential than ever.
Ofcom’s latest report on news consumption in the UK, published in July, also found a notable improvement in the public perception of print newspapers, with ratings for trust, accuracy, and impartiality increasing from 60 per cent in 2018 to 70 per cent in 2025.
The new Local Media Works hub brings together case studies, campaign highlights and commercial insights to demonstrate the sector’s reach, relevance, and resilience. It demonstrates the need for policy changes that support sustainable local journalism.
Designed for advertisers, brands, agencies, government and policymakers, the hub showcases the power of local news media as a trusted and effective advertising platform rooted in communities across the UK.
It features key industry statistics, powerful examples of editorial campaigning from local news brands, case studies of local ads in action, and testimonials, making it an essential resource for media planners and decision-makers. The hub is the go-to destination for celebrating the very best of local journalism and demonstrating why it matters now more than ever.
Owen Meredith, chief executive of the NMA, said: “This new research confirms what we in the industry have long known – local journalism is trusted, valued, and vital to communities and democracy alike.
“The Local Media Works hub is a timely and powerful platform to showcase the strength, innovation, and impact of local news media across the UK. And why advertisers and consumers alike should embrace local.
“With growing public trust and strong cross-party support in parliament, this is a moment to champion the role of local journalism not just as a democratic cornerstone, but as a dynamic and effective partner.”
