The campaign, which was set up earlier this year and is supported by the Institute of Financial Planning, aims to promote widespread industry support to recognise the falling levels of trust in financial services.

It will be officially launched in a media briefing in London by Mr Mullins, chief executive of IFP Accredited Financial Planning Firms Fiscal Engineers, Professor Christine Ennew from the University of Nottingham and Keith Tondeur, chief executive of Credit Action.

They will outline the next stages of the campaign and present new research commissioned by the campaign and carried out in May by YouGov.

In a briefing on the campaign, Mr Mullins states the expected benefits of the campaign are that a clear index of measured data on trust is recognised and accepted by the financial services industry and a leading bank or financial services partner is engaged to support the campaign.

He also hopes the financial services industry recognises the value of trust and consequently changes their behaviour and that improved working relationships between the financial services industry and its regulators are established.

Another topic Mr Mullins wants to raise is the establishment of a credible financial education programme, something supported by MoneySavingExpert Martin Lewis, the Investment Management Association and the Money Advice Service.