Confidentiality in the work place
Client confidentiality is the principle that an institution or individual should not reveal
information about their clients to a third party without the consent of the client or a clear legal
reason. This concept is commonly provided for by law in most countries.
Maintaining confidentiality in the work place is a big deal for corporations, major amounts of
time and expense is devoted to training and documentation. All major businesses implement
“Codes of Ethical Conduct” into the employment agreement for everyone that works for the
company. Failure to maintain the policy could result in termination for the employee, and
legal repercussions for the company.
Why is it important?
Maintaining client confidentiality is essential for the wellbeing of the relationship between
client and agency.
In advertising it is particularly important, as sensitive data relating to a brand’s performance
and/or strategy can be found in abundance in advertising agencies. Any leaks to rival brands
or even agencies that represent rival brands can be devastating.
Often agencies will be privy to information regarding the research and development of new
products – therefore it is imperative that materials pertaining to new (and existing) products
are treated with the utmost confidentiality.
If materials are left lying around it is quite possible that they could fall into the hands of a
competitor – this would be disastrous for the agency / client relationship and could quite
possibly result in the client taking their business elsewhere.
Confidentiality is based on four basic principles:
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Respect for an individual’s right to privacy
Respect for human relationship in which personal information is shared
Appreciation of the importance of confidentiality to both individuals and society
Expectations that those who pledge to safeguard confidential information will do so
Confidential information may contain, but is not limited to, address, phone number, names of
family members, medical information, etc. Confidentiality is very important in maintaining
trust and building a strong employee relationship.