According to Amnesty International’s Sherif Elsayed-Ali, brand transparency and regulation are key in light of the recent Facebook and Cambridge Analytica news, which saw over 87 million individual user accounts improperly shared.
Speaking at the latest FashMash Pioneers event with Rosanna Falconer, Elsayed-Ali, the human rights organisation’s director of global issues and research, said data protection and privacy have never been more pertinent topics.
“In the atmosphere we are in, where this is this kind of diminishing trust in technology, creating transparency adds to the trust that people will have in any company or brand in a way that can be very positive… There’s something about empowering people, empowering consumers, to be able to say ‘I know what’s happening to my data, I know how it’s used, and I know how it’s protected’,” he explains.
For that to happen, there needs to be regulations in place for brands however, he added. By building a basic framework of minimum requirements, it will level the playing field, which is essential.
The advent of GDPR in Europe – the General Data Protection Regulation proposed by the European Commission and due to kickstart in May 2018 – will help facilitate this, he notes, explaining exactly what it means for marketers within the fashion and retail industries still looking to drive microtargeting and increasingly personalised campaigns.
Consent is a crucial focus he said, but so is removing lengthy jargon that makes it difficult for users to understand what they’re signing up for.
During the conversation, Elsayed-Ali, who established Amnesty’s technology and human rights program, also talked to what artificial intelligence means for the future of the fashion industry – exploring the role of automation in manufacturing for instance, and just when we can expect this to become a reality. “We’re not talking decades, we’re talking just years,” he notes.