GLOBAL: The World Federation of Advertisers (WFA) has published a Manifesto for Online Data Transparency, calling on brands to commit to a data ecosystem that properly respects consumer choices and their right to control their own data.

The Manifesto, issued today, asks brands in all markets around the world to go beyond the legal steps required by GDPR, which affects any company processing the personal data of anyone in the EU from May 2018, and to recalibrate their approach to data more fundamentally across their companies.

The goal is to give people real control over how and where their data is used with a view to rebuilding consumer trust in online advertising.

The Manifesto identifies four key areas where brands can take action by: creating strong data governance; minimising data collection; providing consumers with real control and choice over how their data is used; and taking much more active control of their own data supply chain.

These measures go beyond what is required by GDPR in certain areas with the aim of creating a new mindset that puts people rather than data first.

A great digital experience involves more than free, fast-loading content and an unintrusive ad experience, said Stephan Loerke, WFA CEO.

“Increasingly, it’s about people feeling that they have control over their personal information. Companies should see data transparency as a competitive advantage to building more trusted and meaningful brand-consumer relationships.”

In pursuit of a people-first mindset, the WFA is creating an advisory board, led by Unilever’s general counsel – global marketing, media and e-commerce Jamie Barnard, which will look to turn this vision into concrete action.

“When it comes to trust, people are instinctive; it isn’t small print that helps them decide, it’s their sense of safety. Data transparency is about bridging the gap between perception and expectation,” said Barnard.

“The Advisory Board will look at ways to make transparency a day-to-day reality for people.”

Sourced from WFA; additional content by WARC staff