Forget high-profile brand endorsements by the likes of David Beckham, Prunella Scales or Carol Vorderman. When it comes to trusting companies, consumers are far more likely to be influenced by what it says on the packet and by the views of watchdogs or friends and family, according to a report backed by a leading consumer group.

Celebrity endorsement came next to last on the list of "very important" information channels by whichconsumers judged companies, just ahead of leaflets through the letter box, said the report by Account-Ability, a non-profit research and advocacy institute, and the National Consumer Council.