WPP companies are required to comply with data protection laws and marketing codes of practice such as the UK Data Protection Act, the EU Data Protection Directive, the US Safe Harbor principles as certified by the US Department of Commerce, the ICC/ESOMAR International Code of Marketing and Social Research Practice, the US Direct Marketing Association Guidance and the UK Market Research Society Code of Conduct.
Although these guidelines differ in detail they share common principles:
- Data must be obtained by lawful and fair means with the knowledge and choice of the data subject.
- Data should be accurate, complete and up to date and only used for the purposes specified at the time of collection.
- Individuals should be able to access personal information held about them.