Shawn Lim
Sep 28, 2022

CMOs need help to make data ethics a reality: WFA study

TOP OF THE CHARTS: The vast majority of CMOs (92%) at multinational companies prioritise an ethical approach to their use of data, but half (50%) do not know what this means when it comes to processes and practices.

CMOs need help to make data ethics a reality: WFA study

Source: The World Federation of Advertisers' CMO Guide to Data Ethics in Practice is based on 12 responses provided by global CMOs who sit in the WFA’s CMO Forum, which represents brands spending over $120 billion each year.

More from this source: 

  • 60% says data ethics is a top priority, many are held back by the associated costs (25%) and the need for requirements such as recruiting new expertise, broader staff training and development of new policy guidance (16%)
  • 50% of CMOs are very concerned about the level of privacy compliance among their external partners and suppliers (e.g. publishers, ad tech, online platforms and data brokers)
  • 83% of CMOs are very concerned about being associated with a service provider or supplier that is investigated for the unethical use of data
  • Only 16% of CMOs are very confident that their company’s use of AI and machine learning will not create harmful unintended consequences for their consumers such as bias, unfair discrimination or unfair exclusion 
  • 85% of CMOs are considering using privacy-preserving alternatives to programmatic advertising in response to increased regulatory scrutiny
  • 33% of CMOs believe that their marketers are consciously avoiding using data in a way that exploits vulnerabilities (e.g. unfairly excludes certain audiences, fuels unhealthy consumption patterns or polarises opinions) 
  • 41% of CMOs say data ethics has become an integral part of their organisation’s culture
This article is filed under...
Top of the Charts: Key data at a glance


Campaign Asia

Related Articles

Just Published

2 days ago

Amazon CEO Andy Jassy on using AI to win over ...

The e-commerce giant’s CEO revealed fresh insights into the company's future plans on all things consumer behaviour, AI, Amazon Ads and Prime Video.

2 days ago

James Hawkins steps down as PHD APAC CEO

Hawkins leaves PHD after close to six years leading the agency, and there will be no immediate replacement for him.

2 days ago

Formula 1 Shanghai: A watershed event for brand ...

With Shanghai native Zhou Guanyu in the race, this could be the kickoff to even more fierce positioning among Chinese brands.

2 days ago

Whalar Group appoints Neil Waller and James Street ...

EXCLUSIVE: The duo will lead six business pillars and attempt to win more creative, not just creator, briefs with the hire of Christoph Becker as chief creative officer.