Business needs to support the “Fair Data” mark to help build trust with consumers

As businesses devote their energies to collect and manipulate consumer data for competitive advantage there has not been an easy, instantly recognisable way to show that an organisation can be trusted to use personal data in an ethical way. In the main consumers tend to gravitate towards companies they trust. Having a recognised ethical mark would help consumers make their choices separating the trustworthy brands who share their values. 

“Trust and privacy are becoming major causes of concern and consumers are losing confidence that businesses will use their data for legitimate purposes” said Jane Frost chief executive at the Market Research Society recently.  She advocates for companies to get the “fair data” accreditation. www.fairdata.org.uk. Once obtained this accredited mark shows customers that the organisation is ethical, transparent and responsible.  To become accredited an organisation needs to abide by 10 Fair data principles , and in time it is hoped that the Fair Data mark will become as recognisable and trusted as the Fairtrade mark.