“Fake” research drives ARF to build new code of conduct

The Advertising Research Foundation (ARF) is creating a new ethical code of conduct for the industry which can address many issues that raise pressing concerns.

Prompted, in part, by the Cambridge Analytica scandal, the Advertising Research Foundation (ARF) has formally set about the task of creating a new code of ethics that can guide marketing-research suppliers, academics who study the field, and companies that commission the work.

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