data ethics & AI
At IMPACT, we see data as one of the most powerful tools for creating better digital experiences. But with that power comes responsibility.
That means putting individuals’ rights first, giving people control over their data, and making it easy to understand how it’s used.
We hold ourselves to high standards, using data and AI in ways that are ethical, transparent, and designed to build trust. This page outlines how we handle data and AI in your projects – and how we help our clients do the same.
We protect individual rights at every step
We make data use easy to understand
We give users and clients ownership of their data
Ethics are built into everything we do
COMPLIANCE & GOVERNANCE
We operate to the highest legal, ethical, and technical standards across all markets. We undergo external audits every year to maintain:
- ISAE 3000 – proving GDPR compliance
- ISAE 3402 – validating our IT security practices
This helps ensure we remain compliant, accountable, and ahead of evolving requirements.
Privacy by Design
We embed privacy from the very beginning of every project. Our teams follow GDPR’s Privacy by Design principles as standard – and we guide our clients to do the same.
Legal framework
We comply with GDPR, the EU AI Act, and national regulations in every country we work in. Every client relationship is governed by strict Data Processing Agreements. We only work with GDPR-compliant partners, verified through Transfer Impact Assessments by a leading Danish law firm.
Smart data, made simple
When you work with IMPACT, we focus on what matters – collecting and activating only the data you actually need. Nothing more, nothing less. We design every solution to be intuitive, accessible, and easy to use, so data becomes a driver of value, not complexity.
We also make it easier to keep up with new data regulations. Our experts stay on top of complex laws, so you don’t have to – and explain what matters in plain language. Whenever possible, we use server-side tracking to enhance data privacy and give you more control over what’s collected and how it’s used.
“Partnering with IMPACT has transformed our data management. They understood our needs and designed a seamless Customer Data Platform (CDP) that unified our data and provided actionable insights. The solutions were intuitive and easy to use, enabling us to enhance customer experiences and stay compliant with privacy regulations. IMPACT truly makes data easy and simple.”
– Emilie Skovbon, Head of Marketing, ILVA
AI Done Responsibly
AI is a powerful tool, but only when used with care. That’s why we’re building a framework for responsible, transparent, and value-aligned AI across all projects.
We are establishing an AI Ethics board that will review and guide our use of AI – ensuring that our way of working and the solutions that we build continue to meet high ethical and societal standards.
We offer workshops and audits to help our clients assess risks, reduce bias, and define their own ethical AI principles.
We’re building a standard framework to assess the quality of AI-generated content. It ensures outputs:
- Match the right tone of voice
- Can’t be manipulated by end users
- Are accurate and fact-based
- Meet our ethical standards
- Minimise negative impact on people and planet
This helps ensure your generative AI is safe, relevant, and trustworthy.
KEEPING YOUR SETUP SECURE
Security is a non-negotiable part of how we build. Here’s how we keep data protected – and how we help you do the same.
We simulate real-world attacks using internal and third-party pen testing to detect and fix vulnerabilities, before they become threats.
Our systems are continuously scanned using automated tools and manual code reviews to identify known weaknesses in our source code and dependencies. These scans are built into our CI/CD pipeline for constant monitoring.
We train our developers in secure coding and threat modelling. We follow best practices to prevent common vulnerabilities like SQL injection, XSS, and CSRF, embedding protection into every step of the development process.
We run workshops and training to help clients and their teams understand privacy rights, responsible data use, and AI ethics, so they can make informed decisions every day.
Our experts assess your data collection process to eliminate anything unnecessary, reducing risk, boosting compliance, and strengthening user trust.
Reducing digital footprints
We help clients reduce the environmental impact of their digital services. That includes:
- Writing energy-efficient code
- Measuring and reporting emissions
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Applying best practices from sustainable tech communities like the Green Web Foundation
Sustainability is part of responsible digital development – and we’re working to set new industry standards.
Let’s Build Responsible Digital Solutions
Whether you’re refining your data setup or launching something new, we’re here to help you do it ethically, securely, and sustainably. Reach out to Louise to get started.
We embed privacy from the very beginning of every project. Our teams follow GDPR’s Privacy by Design principles as standard – and we guide our clients to do the same.
We comply with GDPR, the EU AI Act, and national regulations in every country we work in. Every client relationship is governed by strict Data Processing Agreements. We only work with GDPR-compliant partners, verified through Transfer Impact Assessments by a leading Danish law firm.