Kantar participates in joint initiative to boost transparency in online research
Kantar along with other top market research agencies comScore, GfK, Nielsen and industry association ESOMAR announced today the launch of a joint initiative to boost transparency and choice for online audience measurement research. The initiative results from 18-months of joint representation activities in front of European legislators in the context of negotiations to adopt the EU General Data Protection Regulation.
Both the US Federal Trade Commission and the European Commission have persistently called for all sectors to raise consumer awareness and understanding of online data collection practices and facilitate access to existing choice mechanisms.
The joint representation activities and the portal are being facilitated by ESOMAR, the World Association for Market, Social, and Opinion Research at the behest of the founding Research Choices partners.
"I welcome the launch of Research Choices, as the first world-wide and industry-wide initiative designed to reiterate our profession’s undertakings, and its self-regulatory strength. Initially focusing on the audience measurement sector, it is the sector’s hope and intention to progressively broaden the service to cover all digital research activities,” said Laurent Flores, ESOMAR President.
The web-based portal, accessible online at http://researchchoices.org, will provide the general public educational content initially demonstrating how online audience measurement research and online market research generally is conducted as well as highlighting participating companies’ privacy policies and tools to exercise opt-out and choice.