The foundation for ethical, accountable marketing
At the core of the Marketing Accountability Council (MAC) is a simple but powerful belief: marketing should be honest, useful, and measurable—not manipulative, vague, or self-serving.
That’s why we built the TRUST Framework and the Marketing Accountability Score (MAS).
What is the TRUST Framework?
TRUST is a 5-part lens used to evaluate any brand, campaign, or tactic:
Together, these principles create a shared language for marketing ethics and performance.
| Principle | Focus |
|---|---|
| T – Transparency | Is it honest and clear? No deception. No spin. |
| R – Relevance | Does it speak to the right audience at the right time? |
| U – Utility | Does it actually deliver value—or just hype? |
| S – Storytelling | Is the message authentic and emotionally grounded? |
| T – Tangible Impact | Can it be measured in outcomes that matter? |
Every brand or campaign can be scored using TRUST. Each principle is rated 0–10, with a max score of 50:
45–50 🏆 Gold Standard (ethical, effective, credible)
35–44 ✅ Trusted, room to improve
25–34 ⚠ Questionable accountability
0–24 ❌ Deceptive or harmful
We use this system to expose unethical campaigns, highlight great work, and offer a roadmap for improvement.
How We Use It
- Evaluate ads and campaigns using TRUST (see the Lay’s Super Bowl ad example)
- Train marketers and certify brands in accountable practices
- Build tools that help teams assess, score, and improve their own work
- Create a standard that holds up across AI, content, and strategy
Lay's Super Bowl Ad Case Study
Marketing Accountability Analysis
Overall Accountability
Questionable Accountability
Key Findings:
- Strong emotional appeal
- Deceptive marketing practices
- Lack of transparency
- Health misrepresentation
The Ad: "Lay's - It's An American Thing"
Source: Lay's - It's An American Thing (Official Super Bowl Ad)
TRUST Framework Evaluation: Principle Breakdown
Transparency 3/10
Misleading natural portrayal; lacks honesty about processing.
Relevance 7/10
Strong emotional connection, but misaligned with health-conscious consumers.
Utility 2/10
No real nutritional value or tangible health benefits.
Storytelling 9/10
Excellent narrative; highly effective, but deceptive.
Tangible Impact 4/10
Drives sales, but no real impact on consumer trust.
Conclusion: A Call for Greater Accountability
With a **Marketing Accountability Score (MAS) of 25/50**, Lay's ad exhibits "Questionable Accountability." While its emotional appeal is strong, it falls short on transparency and utility.
To truly build trust, Lay's should:
- Be honest about processing methods.
- Provide clearer nutritional information.
- Align marketing with real product benefits or promote healthier options.
This case study highlights the enduring need for ethical marketing practices. The MAC TRUST Framework aims to drive a movement where brands prioritize genuine value and transparency, ultimately building stronger, more authentic connections with their consumers.
Last modified: June 17, 2025