Companies using the Reader's Digest Most Trusted logo in their branding have to pay for it.

Reader's Digest Managing Editor Zoe Meunier told Heather du Plessis Allan the payment is for the Trust mark - but brands aren't charged to be part of the survey.

She says with the rise of an e-commerce based environment, customers are looking for trust signals to help their purchasing.

“There’s things like testimonials and star ratings and awards that are those like ours which is internationally recognised.”

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