Trust is earned not demonstrated
From the article,
“"The NDG's advice was sought at a meeting with her panel, particularly on how to demonstrate trustworthiness to the public of arrangements with commercial partners,"”
Seriously, trustworthiness is not something you demonstrate it is how you act and go about your duties. The very fact that NHS England etc believe they need to demonstrate trustworthiness suggests they have not been acting in a trustworthy way.
Evidence that they can’t be trusted is the fact that they “committed to publish a full register of releases of data from the privately run database” and then didn’t. They cannot be trusted to do what they promised to do.