So, whom do Canadians trust? Not financial planners, apparently!

A recent study by Reader’s Digest Canada reveals that financial advisors rank in the middle of trustworthy professionals, just above plumbers but well below those in the medical field.

Pharmacists, doctors and airline pilots topped the list of most-trusted professionals, surpassing the police, teachers and the armed forces; ranked lowest were local and national politicians and car salespeople.

Similarly, Canadians ranked the medical and banking industries as the most trustworthy industries in the country, citing the advertising and tobacco industries as the least trustworthy. Financial planning rated 14th in the list of 29 industries.

Sixty-eight per cent of respondents named honesty as an “extremely important” element in deciding whom they trust, closely followed by integrity and reliability. In evaluating trustworthy industries, quality of product leads the list of important factors, ahead of customer service.

Only 11% of Canadians cited responsible business practices as the most important factor in deciding trustworthiness.