First global brand guide on data ethics in advertising launched

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To mark the coming into force of the European Union’s General Data Protection Regulation (GDRP) just over two years ago, the World Federation of Advertisers (WFA) has published the first global brand guide on data ethics in advertising.

The paper, titled 'Data Ethics: The Rise of Morality in Technology' , sets out a number of guidelines for marketers to consider in order for their organisations to use this type of information in an ethical and responsible way . The WFA's Data Ethics Board, chaired by James Barnard, General Counsel for Global Marketing and Media at Unilever, has spent a year working on the report, which has also been endorsed by other international companies, including AB InBev, L'Oréal, Mars and P&G, among others.

The document seeks to make brands reflect on their colombia number screening responsibility in the use of data
One of the main goals of the guide is to encourage companies to go beyond mere legality and compliance with privacy rules. The WFA wants brands to think about the difference between what they legally have to do regarding data and what they morally should do.

The report's publication follows the findings of a survey by the organisation which found that 82% of senior executives at some of the world's biggest brands would consider leaving their current employer if they felt the company's use of data was unethical.

Meanwhile, 74% of CMOs say that data ethics will become more important to their work over the next five years, and only 48% of all respondents confirm that their company currently has an ethical data policy.

The four ethical principles for the use of data
In this context, the WFA guide sets out four fundamental principles on which the use of data should be based:

Respect: The use of information must respect the people behind the data. Companies should strive to understand the interests of all parties and use consumer data to improve people's lives.
Equity: Brands will need to examine their philosophy and governance approach to ensure that data use is inclusive, recognizes diversity and eliminates potential bias.
Accountability: Consumers expect companies to work with open and transparent practices backed by strong global and local policy, standards that should also apply to partners, suppliers, publishers and platforms.
Transparency: Companies must apply principles of transparency and honesty, especially as artificial intelligence and machine learning begin to make inroads into decision-making.
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WFA President Raja Rajamannar believes that regulatory pressures on how companies collect and use personal data are increasing and public opinion is changing. “ People expect complete transparency, control and choice over how companies share and use their data. Any brand that ignores this change will be left behind ,” adding that as an industry, we must “take a proactive approach and demonstrate to consumers that we respect them and their data.”