To operationalise ethics, businesses need to ask the right questions and assess their operations regularly for ethical risks.
Due to the existence of a large number of parties involved and complex data ecosystems, it becomes challenging for brands to achieve full transparency. But, innovative thinking and including ethical considerations in the organisational processes can help build datasets on the principles of fairness, respect and transparency.
Similar to that of implementing GDPR and privacy protection laws, marketers need to consider ethical factors while dealing with data. They should set aside time to ask the ethical questions to ensure fewer chances of inequalities and biases in society.
Businesses should conduct an assessment for ethical risks like that of Data Protection Impact Assessment under the GDPR. To start off with, marketers can refer to the internationally agreed-upon standards presented in the ICC/ESOMAR Code.
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