Data ethics

Data Ethics Playbook (2023)

Data Ethics Playbook (2023)

WFA's Data Ethics Playbook (2023)

The WFA Data Ethics Playbook provides guidance to help brands foster an internal culture rooted in the ethical and responsible use of data. This playbook, developed in collaboration with 13 WFA member organisations (AB InBev, Coty, ISBA, Johnson & Johnson, Reckitt, Red Bull, Kenvue, Kraft Heinz, Nestlé, P&G, Philips, Shell and Unilever), puts forward six practical recommendations brands can take to drive an ethical culture shift.

This content is exclusively available to WFA members. Not sure if your company is a member? Click here. Interested in membership? We'd love to discuss.

Read more about the 2023 playbook

The CMO Guide to Data Ethics in Practice (2022)

WFA's CMO Guide to Data Ethics in Practice puts forward a global data ethics framework with 20 key recommendations CMOs can take to when it comes to data-driven marketing and responsibilities around AI.

This guide comes at a time (September 2022) when digital advertising is facing unprecedented activist and regulatory scrutiny which is calling into question the data-driven marketing status quo. As a result, WFA research shows that 90% of CMOs say data ethics is a priority for their organisation.

However, 50% of CMOs still lack a clear understanding of what this means when it comes to the processes and practices they need to apply internally and across their marketing supply chains. This guide is therefore intended to help CMOs address these challenges and lay down the steps they can take to drive more ethical data practices and propel a more responsible path forward for the digital ad industry.

We believe these 20 actions are a crucial first step to better harnessing the effectiveness of data-driven marketing and preserving its license to operate, now and in the future.

The launch of this guide also kickstarts a new data ethics workstream within WFA, aimed at helping policy, legal, marketing and media professionals operationalise the recommendations in this guide.

Download the 2022 guide

What industry leaders are saying

WFA CMO Data Ethics Guide 2022_Marcel Marcondes

WFA CMO Data Ethics Guide 2022_Conny Braams

WFA CMO Data Ethics Guide 2022_Thibaut Portal

WFA CMO Data Ethics Guide 2022_Fabrice Beaulieu

WFA CMO Data Ethics Guide_Raja Rajamannar


Data Ethics – The Rise of Morality in Tech (2020)

WFA's Data Ethics – The Rise of Morality in Technology is the world's first guide on data ethics for brands. It sets out what marketers need to consider to ensure their organisation always uses data ethically and the actions they can take to promote the issue across their companies.

The goal is to encourage companies to go beyond simply following the rules on data privacy by getting them to see the vital importance of addressing the gap between what they can do and what they should do.

Download the 2020 guide