MRS launches “Fair Data” kite mark

New scheme aims to assure public that companies are using personal information appropriately.

data protection

A new ethical mark has been launched to help the public easily identify organisations that are collecting and retaining data properly and ethically.

Dubbed "Fair Data", the arrival of the new scheme, launched by the Market Research Society (MRS), coincides with the 32nd annual Data Protection Day, which aims to highlight and improve awareness around data security issues.

There is a real need to help the public identify who they can trust with their data.

Major companies, such as pharmaceutical giant GlaxoSmithKline, have signed up to the scheme, which is set up to audit companies' use of consumer data and is based on 10 core principles.

Organisations will need to ensure that all personal data is collected with customers' consent and that such information will not be used for any purpose other than that for which consent was given in order to respect customers' wishes. Furthermore, organisations signing up to the scheme will have to make sure that customers have access to their personal data and be fully informed about its use.

"There is a real need to help the public identify who they can trust with their data," said Jane Frost, the society's chief executive.

"Public concern is at an all time high and we are getting increasing numbers of complaints about data use. This is about fundamental respect for the people whose data we all rely on for commercial and public purposes and about getting to the very basis of the right way information should be gathered."

In addition to the 10 core guiding principles, the MRS has set up an advisory service to ensure organisations understand their obligations.

The new initiative is also supported by the Information Commissioner, Christopher Graham.

"If the public are to let their personal data be used then they need to know which organisations they can trust to use it properly," he said.

"Organisations need to make a public, visible commitment to standards in the handling of the personal data of others."

Featured Resources

Navigating the new normal: A fast guide to remote working

A smooth transition will support operations for years to come

Download now

Leading the data race

The trends driving the future of data science

Download now

How to create 1:1 customer experiences at scale

Meet the technology capable of delivering the personalisation your customers crave

Download now

How to achieve daily SAP releases

Accelerate the pace of SAP change to support your digital strategy

Download now

Recommended

8 most secure web browsers
web browser

8 most secure web browsers

25 Sep 2020
Your essential guide to internet security
Security

Your essential guide to internet security

23 Sep 2020
How to enable private browsing on any device
privacy

How to enable private browsing on any device

22 Sep 2020
Third-party apps are tracking your WhatsApp activity
social media

Third-party apps are tracking your WhatsApp activity

21 Sep 2020

Most Popular

16 ways to speed up your laptop
Laptops

16 ways to speed up your laptop

16 Sep 2020
16 ways to speed up your laptop
Laptops

16 ways to speed up your laptop

16 Sep 2020
The Xbox Series X shows how far the cloud still has to go
Cloud

The Xbox Series X shows how far the cloud still has to go

25 Sep 2020