By John McCarthy-02 February 2021 11:30am A new tool from GroupM measures the ethics of its data use WPP’s media buying arm GroupM has unveiled a tool that encourages the ethical use of data as it looks to spend client money in a less risky and intrusive manner. Working with FMCG titan Unilever, it has developed the Data Ethics Compass to signpost the impact the use of data can have on consumers and the world around them. What it does The Data Ethics Compass is a global web app that scores data use to encourage ethical advertising. It will inform buyers of the “ethical risk level of data assets”, to society and to the privacy of web users.