Betty White is America's Golden Girl - she's the celebrity most trusted to front a company's campaign, according to a new poll.

In the survey by Reuters, Americans voted the beloved 89-year-old actress as the best person to drive up business for any brand she endorsed, with an 86 per cent lead.

Next in the popularity stakes is Denzel Washington with 85 per cent, Sandra Bullock is third (84 per cent) with acting legend Clint Eastwood fourth and Tom Hanks in fifth.

The top ten is rounded out by Harrison Ford, Morgan Freeman, Catherine, Duchess of Cornwall, Will Smith and Johnny Depp.

However, U.S. citizens have no time for companies who choose Paris Hilton, Charlie Sheen, Britney Spears, Kanye West or disgraced former California Governor Arnold Schwarzenegger - they have been named the least trusted brand ambassadors.