"I believe 'credibility' is one of the biggest issues yet to be addressed by Internet advertisers"

In this quote, Jef I. Richards is expressing his belief that the concept of "trustworthiness" is a significant issue that has actually not yet been sufficiently dealt with by advertisers on the Internet. He is recommending that there is an absence of trust and dependability in the information and ads presented online, and this is a significant problem that requires to be dealt with. Richards may be suggesting that without trustworthiness, online marketing may not be as reliable as it might be. This quote highlights the value of structure trust and trustworthiness in the digital world, and the potential impact it can have on the success of online advertising.