According to the new study, 80% of UK adults now say they trust the news and information they see in local media, an increase from 73% 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.
Danny Cammiade, 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%) believe their local paper plays an important role in supporting democracy, while 64% say it is vital for their local community.
A similar proportion (63%) consider it an essential channel for communicating with their constituents.
The research also found strong backing for independent journalism more broadly, with 79% 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 this year, also found a notable improvement in the public perception of print newspapers, with ratings for trust, accuracy, and impartiality increasing from 60% in 2018 to 70% in 2025.
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.
“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.”
