The ARF seeks a new ethical code for market research

The Advertising Research Foundation (ARF) is spearheading efforts to develop new standards and guidelines that govern data collection and protection.

Marketing research has been in the headlines in the wake of recent allegations made against Cambridge Analytica, a company that worked for Donald Trump’s presidential campaign.

The analytics firm, which claimed a Gold Award at the Advertising Research Foundation’s (ARF) David Ogilvy Awards in 2017 for its efforts on Trump’s behalf, now stands accused of harvesting data from 50 million users of Facebook, the social network, without permission.