The Telegraph notes that the badge will only be available to companies that sign up to the new mark’s principles, which include gaining customers’ consent when collecting their data, allowing customers to access their own data, keeping it secure and confidential, and ensuring that staff treat it with respect.

Fair Data launch partners include major brands like GlaxoSmithKline, Lil-Lets, and PricewaterhouseCoopers, who have committed to the fair use of consumer data. Jane Frost, the society’s chief executive, said:

There is a real need to help the public identify who they can trust with their data. Public concern is at an all time high and we are getting increasing numbers of complaints about data use. This is about fundamental respect for the people whose data we all rely on for commercial and public purposes and about getting to the very basis of the right way information should be gathered.