Carma measuring what matters

Modern Slavery Act Statement

At CARMA UK we are committed to supporting human rights and we take seriously our responsibilities under the Modern Slavery Act 2015.  We have a zero-tolerance approach to slavery and human trafficking and are dedicated to understanding the risks so that we can work towards ensuring that there is no modern slavery in our business or supply chains.

Structure of CARMA UK                        

CARMA UK works with both global and local organisations, across a diverse range of industries. We equip PR and communications professionals with the data, insights, and context needed to make better informed business decisions.

Formed in 1984, we were one of the earliest companies to recognise the need for PR and communications professionals to demonstrate impact results. Our co-managing partners have each led the monitoring and evaluation industry’s two global professional associations FIBEP and AMEC. Many of our consultants have been instrumental in developing some of AMEC’s world-renowned evaluation best practice resources, including the Barcelona Principles, the Integrated Evaluation Framework and the Measurement Maturity Mapper.

Our Clients and Services

Our emphasis on client care makes our client retention rate the envy of the industry. This focus means we attract the most experienced consultants from the media intelligence industry. That’s why thousands of our clients trust us to help them understand the ever-changing media landscape, operate strategically, and demonstrate success. At CARMA, our client service teams:

  • Put client needs first, and work as an extension of your PR team.
  • Expertly create bespoke measurement frameworks so you understand the impact of your PR.
  • Are multi-lingual, multi-cultural, and on the ground in the markets important to you.
  • Outnumber sales 1:7, but won’t try to upsell tools or services you don’t need.

Our anti-slavery initiatives and policies

We encourage our colleagues to report any ethical concerns. We aim to ensure that appropriate protections are in place for any colleague who raises a concern, without fear of retaliation.

We also implement ‘right-to-work’ checks on all new colleagues and undertake regular checks on hours worked by our colleagues and understand the importance of focusing on having a culture of engaging in all activities with respect and fair treatment of others.


We recognise that awareness amongst our colleagues is important in preventing modern slavery. We train our colleagues on our Safeguarding policy, which includes a section on Modern Slavery.  This training enables our colleagues to alert the police to any related issues they identify in the course of their duties.

Key performance indicators

We would expect that any incident of modern slavery would be a breach of our company policies, contractual terms and/or law.

We continue to focus on the assessment of high risk areas as well as on ensuring that we do not have any modern slavery in our own business.

Further steps

We are proud of the steps which CARMA UK has taken so far to combat slavery and human trafficking. However, we recognise that this is an area which requires continual monitoring and improvement, and we will continue to do this. Steps which we intend to take on an ongoing basis include:

  • monitor the on-going revisions to the Modern Slavery Act as proposed in the September 2020 consultation and prepare for the impact of those to CARMA UK,
  • continue to keep training under review to ensure it remains appropriate.

At CARMA UK we firmly believe in being a responsible business and continuing to develop our approach to combating modern slavery forms a key part of this.

This statement is made pursuant to section 54(1) of the Modern Slavery Act 2015 and constitutes our slavery and human trafficking statement for the financial year January – December 2023. This statement has been approved by CARMA UK’s board of directors, who will review and update it annually.

Speak with one of our experienced consultants about your media monitoring and communications evaluation today.