This is as true for the collection of data about people as it is in the process of purchase and supply of goods and services.
People should be seen as active participants in and controllers of their own online experience, and data minimisation should be the default. The industry will be more effective if we demonstrate respect for people by engaging them in the ‘value exchange’ between advertising & content, respecting their user experience of the internet, and promoting informed consent.
The introduction and implementation of GDPR in May 2018 means that customers and consumers must have far greater control over their data and how it is used. Ignoring this could impact jobs in the digital advertising sector and will further erode trust in online sources and the advertising industry as a whole.
We believe organisations should make the following commitments to advertising and include the following criteria in all agency briefs:
Actions for Data, Respect & Transparency
Promote real clarity, choice and control around how personal data will be used, what people receive in return, and options for users to tailor their online experience. Promote active data ownership and informed consent.
To create a respectful experience for people online that they understand and enjoy, whilst delivering effective advertising. Building long lasting relationships based on trust and a clear value exchange, supported by data.
AI is becoming increasingly pervasive in advertising and presents a range of ethical issues. Marketers must sense check their use of it, and assess new technologies for unintended consequences to prevent future harms.
As budget holders, advertisers have the power to drive the data ethics agenda by:
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