The Future of Identity

Data Ethics Is Becoming More Important for Marketers

A WFA survey found a majority of employees would consider leaving their jobs over their company's poor data practices

Illustration of a target and people dressed in business attire — Less than half of people surveyed by the World Federation of Advertisers said their company has a data ethics policy.Getty Images

Marketers are becoming increasingly aware of how they gather and use consumer data.

Two years out from the enactment of the European Union’s General Data Protection Regulation and a month before enforcements of the California Consumer Privacy Act begins, the World Federation of Advertisers has published a survey that shows 74% of CMOs believe data ethics will be more important to their role in the next five years.

“The benefits and critical importance of data-enabled tech have been more evident of late than ever before.