As consumer data, analytics and research come under increasing scrutiny, the U.S. ad industry is launching a new self-regulatory initiative to ensure its research supply chain complies with some basic
ethical principles. The new “Member Code of Conduct” was conceived by and is being overseen by the Advertising Research Foundation (ARF), and consists of a set of principles protecting consumer
rights, as well as those of businesses that use the research to market to consumers.
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