Abstract: An online system allows online system users to create advertising accounts that are each associated with a user profile of a user and an amount of credit to purchase advertising services provided by the online system. To allocate more advertising accounts and/or credit to users who are unlikely to default on their payments while limiting the same for users who are likely to do so, the online system determines a trusted connection score for a user requesting to create an advertising account and/or to be allocated an amount of credit. The trusted connection score indicates a measure of trustworthiness of the user and is determined based on the user's connectivity to a network of trusted users, in which each user of the trusted network is associated with at least a threshold measure of trustworthiness. Based on the score, the online system may determine whether to grant or deny the request.

Abstract: An online system assigns a level of trust between a requesting entity and a target entity based on connections between users of the online system associated with the requesting entity and users of the online system associated with the target entity in response to receiving a request from the requesting entity to perform an action that is directed towards the target entity. If the assigned level of trust exceeds a threshold level of trust, the online system permits the requesting entity to perform the action; otherwise, the online system denies the request. The level of trust between the entities may be used by the online system to determine whether to grant or deny additional types of requests received from the requesting entity (e.g., a request to create an advertising account to purchase advertising services provided by the online system).