The World Federation of Advertisers (WFA) has produced this Data Ethics Playbook, the first in a planned series of guides designed to support the operationalisation of data ethics. This playbook is the collaborative output of WFA members, including ISBA (AB InBev, Coty, ISBA, Johnson & Johnson, Reckitt, Red Bull, Kenvue, Kraft Heinz, Nestlé, P&G, Philips, Shell and Unilever) and includes 6 practical recommendations to drive an internal ethical culture.
The WFA’s Gabrielle Robitaille, Senior Digital Policy Manager, led the collaboration and is a member of ISBA’s Data Ethics sub-group. The partnership between ISBA and the WFA, underlines the importance of maintaining a global approach to data ethics, wherever in the world a brand manages consumer data as part of its marketing and advertising.
Access more on Data Ethics from the WFA, including the seminal Rise of Morality in Tech (2020) which details why advertisers should embrace an ethical approach to using consumer data, and the 2022 report, A Guide to Data Ethics for CMOs, providing advertisers with a broad framework for Data Ethics and 20 key recommendations.