Take a stand for marketing that respects customer’s privacy.

✓ It’s what customers are asking for.
✓ It’s a legal requirement.
✓ It’s the right (ethical) thing to do.

As seen in

It’s time to join the marketers who are working with purpose, using data the right way and building the reputation of marketing as a whole with every campaign.

What’s wrong with data and marketing today

A lack of respect for customer’s privacy

Marketer’s aren’t following the same standards they would like to enjoy themselves. Customer’s are starting to react by taking their business elsewhere.

Poor application of data privacy law

Marketers don’t know the laws well enough. And now they are paying the price with orders from supervisory authorities to delete or to cease processing data.

Our approach isn’t ethical

Marketers are still using shady tactics. Collectively it’s having a negative effect on our own self-worth. Meanwhile respect for the industry as a whole is at a low.

How do we make things right?

By being transparent with customers about how we use their data.
Build trust.

By learning how to properly apply the growing array of data privacy legislation.
Avoid legal issues.

By challenging the rest of the industry to raise their standards.
Regain respect & feel proud about being a marketer.

Why does it matter?

It’s what customers are asking for.

Privacy Actives are a growing consumer segment, making up a third of respondents in a recent Cisco survey. The group represents consumers who are willing to act and have already done so by switching companies or providers over their data or data-sharing policies. This segment is getting too large to be ignored.

It’s a legal requirement.

Only 10% of the world’s population is covered by modern data privacy regulation. By 2023 this will be 65%. The penalties for non-compliance are serious. Under Art. 83(5) of GDPR, a fine can be issued of up to 20 million euros or up to 4% of total global turnover whichever is higher.

It’s the right (ethical) thing to do.

Left unchecked, the exploitation of personal data can lead to terrible things. By normalising this behaviour, marketers become part of the problem. We end up contributing to the mechanisms that threaten the stability of our society. We all have an ethical duty to do what’s right.

GDPR Fines 2020

€ 254,367,094

Cumulative Total
GDPR Enforcement Tracker

Privacy Actives


% of Respondents in
Cisco’s 2020 Privacy Survey

Does this mean getting rid of customer data?

No. It’s possible to respect customer’s privacy, whilst also employing a data-driven marketing strategy. Customers, just want to trust you with the information they share. A third of consumers have switched away from companies and providers that over their data privacy practices.

We experience these poor practices too often. It’s become normalised, with websites following us with tracking we didn’t opt in to. With newsletters we can’t remember signing up for. And with newspaper headlines about scandals like Cambridge Analytica and data-leaks from big name brands.

It’s frustrating and builds distrust.

Data is essential for building strong relationships with current and future customers. To make this sustainable, the focus needs to be on using it the right way.

Isn’t data privacy the responsibility of lawyers?

No. If you process data, it’s your legal responsibility. For marketers, that’s likely everyone on the team.

The stakes are high for your brand with fines under GDPR of up to 20 million euros or up to 4% of global turnover. It’s also your reputation on the line if a breach occurs on one of your campaigns.

Take a stand as
an ethical marketer.

It’s time.

(1) Show your support for marketing that respects customer’s privacy

Hit the button to show your support. Your support will be recorded anonymously.


(2) Get regular email updates from us about data and marketing

We’ll teach you how to be a more ethical marketer, and keep you up-to-date with some of the things you need to know to stay on the right side of the law. You’ll also get invites to contribute to our campaigns and events.

    Subject to the Measured Collective Privacy Policy & Terms.

    Measured Collective helps marketers understand, comply with and excel at data-privacy legislation.

    Get Started →



    We analyse the growing array of data privacy legislation and figure out what it really means for marketers. We communicate this to you in a way you can understand, telling you what it means for the tech you use every day like web analytics, CRM & email marketing software.

    Start learning →



    We offer training that will help your team get to grips with the essentials of data privacy legislation. We assess your knowledge of your legal responsibilities and help you assess your brand’s level of compliance. We identify where you can improve and provide practical recommendations of how to do so.

    Take a GDPR compliance test →



    We represent marketers interests so that policy-makers understand the implications of their legislation on trade. We try to shake marketers’ bad reputation. We challenge the marketing industry to show high standards of compliance and to respect customer’s personal data.

    Get campaign updates by email →

    Take a GDPR compliance test.

    Get instant, practical feedback.
    No registration required and no lawyers to pay. Delightful.

    Start learning

    GDPR & DPA18

    2 Modules
    8 hours

    Essential for marketers processing UK/EU citizens data and/or operating websites visited by UK/EU citizens.

    PECR & E-Privacy

    2 Modules
    5 Hours

    Essential for marketers processing UK/EU citizens data and/or operating websites visited by UK/EU citizens.

    CCPA & US Data Laws

    1 Modules
    4 Hours

    Essential for marketers processing US citizens data and/or operating websites visited by US citizens.

    Read more on…