New data trust mark to give consumers more data confidence

In the wake of lessening trust around data use and privacy by consumers, Australian Market and Social Research Society (AMSRS) is releasing Fair Data this month, a trust mark helping companies provide consumers with data confidence. 

Fair Data shows market and social research companies have been certified by an international scheme that enables compliance with regulations, so consumers can be rassured when they hand over their data, it will be handled ethically, securely and in line with privacy law.It is akin to the widely used Fairtrade mark and certification is now available. 

“In an industry that is built on trust and relies upon people willingly handing over their information, the public expect that their private data will be protected,” said Elissa Molloy, chief executive of the AMSRS. 

“It is vital that companies clearly show consumers they handle their personal information in an ethical and secure way. The mark identifies companies that take privacy seriously and have systems in place to ensure its handling of personal information complies with privacy law. 

“We have adopted Fair Data because its 10 Fair Data principles set the highest ethical standards that enable compliance with regulations. This is important as Australian companies operate in a global market in a digital world where the collection, use and storage of data crosses borders." 

AMSRS is encouraging all organisations that collect and use personal data to become certified as a way of actively demonstrating their commitment to ethical data practices. These principles support and complement the Australian Privacy Principles, data protection legislation and other industry standards including the AMSRS’s Code of Professional Behaviour. 

The Fair Data scheme will give the public confidence that research is carried out honestly, objectively and without unwelcome intrusion or disadvantage to participants. 

“Critically it enables consumers to make educated choices about their personal data. If they deal with a Fair Data organisation, they can have confidence their personal information is safe,” Molloy said. 

The Australian Market & Social Research Society (AMSRS) is the peak body for research professionals in Australasia. It has a diverse membership of individuals at all levels of experience and seniority within agencies, consultancies, support services, client-side organisations, the public sector and the academic community. The AMSRS also has more than 50 company and client-side organisational partners.

Follow CMO on Twitter: @CMOAustralia, take part in the CMO conversation on LinkedIn: CMO ANZ, join us on Facebook: https://www.facebook.com/CMOAustralia, or check us out on Google+:google.com/+CmoAu