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The communication industry has not yet agreed on universally applicable ethical guidelines on how to deal with big data. However, this would be an important step in increasing the industry’s credibility, trust and legitimacy.That is why the Academic Society has drawn up ethical guidelines on the use of big data in strategic communication. These guidelines have been developed on the basis of research results and existing PR codes.
In the past, the public’s trust and acceptance of data-based communication have been lost because of a non-transparent handling of user data. The Vodafone Institute for Society and Communication carried out a representative survey of more than 8000 citizens in eight European countries on their opinions about the handling of their personal data.