Originally posted July 18, 2018
With consumer trust in brands at such a low point it is worth reflecting on a home truth: Companies neglected to put the producers of “big data” – consumers – at the heart of their approach to data.
The General Data Protection Regulation (GDPR), the latest step toward building a more transparent relationship between companies and the public, represents a boiling over of concerns about data use.
Far too often, the general attitude appears to be one of companies gaming to see how rules can be observed without the overall spirit being fully embraced. The next, and arguably bigger, step is the ethical one, because it is about companies acting on their own, not because they are ordered to, to do the right thing.
What is clearly needed is a set of ethics that steer what companies can do with data – a set of truths that the industry holds to be self-evident.
In April, the industry was given a good starting point with the World Federation of Advertisers’ call for companies to adhere to a four-point plan to improve data policies. If meeting consumer needs is not enough to drive change then maybe meeting the needs of advertisers will be, and data safety initiatives can follow other moves within the industry to address issues around brand safety and accountability.
The info is here.