In the last several weeks, there has been much discussion within the advertising industry – and beyond – about Apple’s upcoming software that would give consumers greater control in sharing their personal data with apps and websites owned by other companies. While Apple’s proposed changes alone don’t have a sizeable impact on our ability to reach consumers with relevant information – less than 5 percent of our consent-based consumer data comes from app-to-app sharing – their changes are part of a much wider effort across the industry. Other platforms like Google are developing new ways to create an internet more conducive to consumer privacy, in balance with content consumers want.

And so are we.

Consumers are at the heart of P&G’s brand building. That’s why we are doubling down on transparency, and consent-based consumer data collection, leveraging industry best practices. This is becoming part of the value equation of a trusted brand. We notify consumers about what data we are collecting and how we will use it so that they can make informed decisions about whether to opt-in to our programs, and when they do consent, we provide them with useful information and content from our trusted brands. We do this through multiple consumer touchpoints where we engage with consumers responsibly. And, we enrich consumer data in a clear and transparent way with behavioral and purchase signals to improve analytics, build algorithms, and develop consumer engagement applications that drive growth and efficiency.

But you wouldn’t know any of this by reading recent reporting about our work on this issue through our membership in the advertising association in China.

Here are the facts: P&G – along with 30 others – participated in discussions about developing additional ways to reach Chinese consumers with digital ads. Like all our work in this area, our input prioritized data privacy, transparency and consent for consumers – priorities we have long advocated for as the entire industry modernizes the way it reaches consumers with digital advertising. The principles and standards of this effort were also publicly available, clearly stating that the proposed industry effort – called CAID – can be turned on and off by consumers, protect user data, and not be linked to personal information.

This input isn’t at odds with Apple – who we are also working directly with – or anyone else who shares our values of giving consumers control and transparency.

In fact, this is the exact same approach we are taking in our work with advertising associations in countries around the world – like the Association of National Advertisers in the U.S., Incorporated Society of British Advertisers in Europe, and World Federation of Advertisers worldwide. As one of the world’s largest advertisers, we have a responsibility to do our part in ensuring there are clear rules and standards for consumers, and for companies to operate.

Digital media is dominant and still rising, but after 25 years of cookies and device IDs tracking, people are rightfully wanting more of a say in what data is being collected about them and their behavior, and how it’s used. We’re firmly committed to helping build a world where consumers trust that all media providers and advertisers are responsibly handling their data – and offering ways to better engage people in a way they prefer.

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