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profiling: Privacy and Chinese legislation on the social credit system, The Journal of Comparative Law , 12(2): 356–378, 2017. [14] China Internet Network Information Center (CCNIC), The 45th China Statistical Report on Internet Development , April 2020. (in Chinese) [15] M. Chorzempa, P. Triolo, S. Sacks, China’s social credit system: A mark of progress or a threat to privacy?, Policy Briefs PB18-14, Peterson Institute for International Economics , 2018. [16] Credit Reference Center, An Operation Report of Credit System Construction (2004-2014) , The People’s Bank of

’s Vast New Experiment in Social Ranking. Wired , https://www.wired.com/story/age-of-social-credit/ (27.05.2019). Kilian, Karsten. 2017. Influencer Marketing – Markenerfolg mit reichweitenstarken prominenten Testimonials. transfer Werbeforschung & Praxis 63(2): 60–66, http://www.markenlexikon.com/texte/transfer_kilian_influencer-marketing_2_juni2017.pdf . Liang, Fan, Vishnupriya Das, Nadiya Kostyuk, and Muzammil M. Hussain. 2018. Constructing a Data Driven Society: China’s Social Credit System as a State Surveillance Infrastructure. Policy & Internet 10(4): 415

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3Vol. 12, No. 2, 2020 NIM Marketing Intelligence Review— 10.2478 / nimmir-2020-0010 Editorial Currently China is working on a social credit system for all its citizens. Persons are rated for their behavior – paying bills in time, having chil- dren, recycling, etc. and the ratings are used to create one numerical social score. People with high scores are able to skip the security lines at airports and get approved for buying a house, for example, whereas those with low scores are not able to buy plane or train tickets during holiday peaks. While such a

societies, integrity is an alarming issue topped up by the lack of clear regulations of quality inspection and intellectual property. Recently, China has pioneered to approve penalties of scientific misconduct cases. Under the controversial social credit system, Chinese scientists who violate the codes of conduct in scientific research will be restricted from bank loan access, job application and business foundation and operation (Cyranoski, 2018). 136 Intellectual ownership and codes of conduct in scientific research are rather novel concepts to most